Consumer religiosity and retail store evaluative criteria |
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Authors: | Stephen W McDaniel John J Burnett |
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Institution: | (1) Texas A&M University, College Station, USA |
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Abstract: | Consumer religiosity, which includes the religious commitment and religious affiliation of consumers, may be a significant
construct in explaining retail store patronage. The present study used several measures of religiosity to investigate the
influence of this possible segmentation variable on consumer evaluation of the importance of various retail department store
attributes. Support was found for the religious commitment construct but not for religious affiliation. The most consistent
relationship found was between religious commitment and the importance placed by the consumer on sales personnel friendliness/assistance.
Direction for future research is provided. |
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Keywords: | |
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