An empirical study on the influence of clearance sales shopping characteristics on store satisfaction and loyalty

Abstract

In this paper, we have empirically examined the influence of shopping characteristics of the clearance sales shoppers on store satisfaction and loyalty. The Aadi clearance sales event celebrated in Tamil Nadu, India, is selected for this study, and a total of 664 respondents were surveyed during Aadi clearance sales event. We have studied the impact of eleven shopping characteristics to predict store satisfaction and loyalty. The multi-variate analysis of covariance procedure is utilised to group the relationships with multiple-dependent variables. The analysis result of the clearance sales shopping characteristics depicts that both store satisfaction and store loyalty simultaneously depend on the shopping characteristics such as wallet share, shopping companion, shopping day, shopping time, multi-shop behaviour, number of shops visited, shopping hours, shopping trips, shopping list carried and planned quantity purchased. To increase clearance sales store satisfaction and loyalty, the retail managers can concentrate more on these shopping characteristics while designing a retail strategy. Implications for the store managers and future research are also provided.