Exploring the influence of Retail Value Chain Support Activities on Shoppers Behaviour: Ordered Probit Model Approach
subject: Competitive advantage; retail; retail value chain; support activities; value chain management
description: The support activities that make up the retail value chain also play a role in defining the in-store experiences and their contentment of the customers. The underlying aim of this investigation is thus to explain the impact of core support functions, here firm infrastructure, human resource management, technology management as well as procurement practices in the customer satisfaction within formally-organised retail outlets. A total of 500 consumers visiting hypermarkets and department stores in Visakhapatnam were used to gather primary data through a structured questionnaire that used a five-point Likert scale. Empirical evidence shows that a few activities of the retail value-chain support have a tremendous impact on customer satisfaction, and such activities as technology-enabling services, efficient procurement practices and infrastructure-related service attributes are particularly significant. These findings support the argument that optimisations on the functional aspects in the value chain generate a measurable increase in consumer satisfaction and thereby serve to support the strategic relevance of support activities in the retail sector. This study enhances the existing body of literature on retail-management by integrating the value-chain perspective and consumer-behavioural analysis to provide relevant empirical support on the strategic contribution of support functions in creating shopper-satisfaction. 2026, PT Mattawang Mediatama Solution. All rights reserved.
creator: Bogala, Mahendra Reddy; Uppu, Venkata Adinarayana Rao; Kotni, V. V. Devi Prasad; Babu, Tanikella V.N.L. Raghu; Varalakshmi, S.; Vemula, Rajesh
source: Journal of Applied Science, Engineering, Technology, and Education;Volume;8;Issue;1;pp.36-57
publisher: PT Mattawang Mediatama Solution
date: 01-01-2026
rights: All Open Access; Gold Open Access
relation: ISSN: 26850591;
format: online
language: English
type: Article
coverage: Bogala M.R., GITAM School of Business, Gandhi Institute of Technology and Management (Deemed to Be University), Visakhapatnam, India; Uppu V.A.R., GITAM School of Business, Gandhi Institute of Technology and Management (Deemed to Be University), Visakhapatnam, India; Kotni V.V.D.P., GITAM School of Business, Gandhi Institute of Technology and Management (Deemed to Be University), Visakhapatnam, India; Babu T.V.N.L.R., Gayatri Vidya Parishad College for Degree and PG Courses (A), Visakhapatnam, India; Varalakshmi S., Gayatri Vidya Parishad College for Degree and PG Courses (A), Visakhapatnam, India; Vemula R., Christ University, Benguluru, India