عنوان انگلیسی مقاله:

Studying motivations of store loyal buyers across alternative measures of behavioural loyalty

ترجمه عنوان مقاله: بررسی انگیزه های خریداران وفادار به فروشگاه از طریق معیارهای جایگزین وفاداری رفتاری

رشته: مدیریت بازاریابی

سال انتشار: 2013

تعداد صفحات مقاله انگلیسی: 11 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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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: Buyer profile; Store loyalty; Motivations; Benefits sought; Budget allocation; Self-assessment

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