A comment on patterns of store choice and customer gain/loss analysis |
| |
Authors: | Elizabeth J Wilson Arch G Woodside |
| |
Institution: | (1) Louisiana State University, Louisiana, USA;(2) Tulane University, New Orlears, USA |
| |
Abstract: | We explore patterns of store choice and shopping behavior in the domain of women’s specialty clothing stores. Based on previous
research, four exploratory research propositions are examined to note patterns in customer loyalty to their “favorite” stores
and the incidence of shopping at competing stores. We conduct a vulnerability analysis to note which stores have customer
segments most vulnerable to marketing efforts of competitors. Our findings suggest customers in the women’s specialty clothing
market do not exhibit 100 percent loyalty to the favored retailer, and the share of trips to the favored retailer is generally
constant among stores. The primary implications to retail managers are that they should be most concerned withincreasing the customer franchise base (those naming the retailer’s store as “favorite”) rather than focusing on increasing thefrequency of shopping trips among those customers that comprise the current franchise base. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|