Outline
- Summary
- Highlights
- Keywords
- Introduction
- Conceptual Framework
- Store Loyalty
- Characterisation of Store Loyalty
- Utilitarian Benefits
- Hedonic Benefits
- Mixed Benefits
- Empirical Analysis
- Study Scenario and Data
- Measures
- Store Loyalty Measures
- Shopping Motivation Measures
- Control Measures
- Analysis and Findings
- Conclusions and Implications
- Acknowledgments
- References
رئوس مطالب
- چکیده
- کلید واژه ها
- مقدمه
- چارچوب مفهومی
- وفاداری به فروشگاه
- تعریف وفاداری به فروشگاه
- مناع فایده گرایانه
- منافع لذت جویانه
- منافع ترکیبی
- تحلیل تجربی
- سناریو و داده های مطالعه
- معیارها
- معیارهای وفاداری به فروشگاه
- معیارهای انگیزه خرید
- تحلیل و یافته ها
- نتیجه گیری و دستاوردها
- تقدیر و تشکر
- منابع
Abstract
This study establishes a theoretical framework and provides empirical evidence related to the motivations and benefits sought by store-loyal customers. From a theoretical perspective, the proposed framework distinguishes utilitarian benefits, such as monetary and time savings, from hedonic benefits, such as shopping enjoyment, innovativeness and impulsiveness. From a methodological perspective, this study suggests the appeal of considering different measures of store-loyal behaviour, particularly those based on consumers’ self-assessments, as alternatives to measures based on solely on their budget allocations. The empirical findings indicate moderate consistency between these measures; self-assessment measures are more closely related to consumers’ motivational profiles. They also indicate the greater explanatory power of motivational variables compared with socio-demographic variables for characterising store-loyal buyers. Finally, store-loyal buyers’ general profile is less price sensitive, more time and service sensitive, less concerned about entertainment and new experiences, more likely to feature planning and more brand loyal.
Keywords: Benefits sought - Budget allocation - Buyer profile - Motivations - Self-assessment - Store loyaltyConclusions
This article proposes a theoretical framework for characterising store-loyal buyers, together with empirical evidence related to such consumers in the Spanish retail context. Our first challenge has been to demonstrate the explanatory potential of consumers shopping motivations for characterising storeloyal consumers. Previous research has mainly focused on socio-demographic variables. To meet this challenge, we have classified consumers motivations according to utilitarian and hedonic benefits. Regarding utilitarian benefits, we consider monetary and time savings as well as service quality. Regarding hedonic benefits, we consider shopping enjoyment, innovativeness, impulsiveness and planning. Additionally, we consider brand loyalty as a mixed benefit. Our second challenge has been to find an appropriate way to measure store loyalty. In this regard, we compare two alternative approaches based on budget allocation and self-assessment, respectively. Previous research has mainly focused on budget allocation data from point of sale scanners or consumer panels. However such an approach may hide loyalty patterns within product categories or shopping occasions, and those patterns can be uncovered by considering self-assessment data from surveys.