On linking socioeconomic status to consumer loyalty behaviour

Abstract

This study provides novel insights into the way loyalty behaviour to the performing arts is formed. Research in this area has predominantly relied on either demographics or motives to understand audience behaviour and we have provided a theoretically robust explanation for the psychological processes that connect occupation, income and education (SES) to loyalty. Based on a sample of 196 concert attendees aged between 20 and 50, and using an adapted a model of motivation, we showed that basic psychological need (BPN) satisfaction plays a pivotal role in transferring the effects of SES to loyalty for this important demographic through utilitarian and hedonic attitudes. These findings highlight the importance and potential application of a universal needs concept for expanding and deepening consumer behaviour theory. The implications of the findings for research and practice are addressed throughout and the study concludes with recommendation for further research.