Summary: | Numerous researchers have centred their attention on Customer Perceived Value towards
brands but only a few have focussed on CPV towards convenience stores. The main purpose
of the research is to measure the CPV dimensions and identify which dimension infl uences
customer satisfaction and as a result leads to customer loyalty and retention for convenience
stores in Malaysia. Independent variables such as functional, conditional, social, emotional and
economic values were taken into account; the number of 200 customers were sampled, using
a blend of explanatory and descriptive research design and a quantitative research method. The
reliability was measured ranging from (α =.560-.966) using Cronbach’s alpha. The application
of descriptive statistics and correlation analysis was intended to explain the relationship between
the independent and dependent variables of the research, whereas the inferential statistics and
linear regression were used to test the hypotheses; with a signifi cance level p ≤ 0/05 whereby the
fi ndings of the research showed that economic value has a high infl uence on customer satisfaction
as well as loyalty and retention. However, based on the fi ndings customers are highly infl uenced
by the economic value they get from a convenience store. Among the realistic contributions are
positioning value pricing, formulating a strategy that encourages convenience value, connects to
customers’ emotions during shopping and also creates a diverse approach that sets a convenience store apart from another. However, there is a need for future studies to extend the model of this
research by adding other perceptions such as demographic features of the consumers.
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