Shopping orientation-defined segments based on store-choice criteria and satisfaction: an empirical investigation

Abstract

The purpose of this article is to contribute to the topics of segmentation, store-choice and satisfaction by providing additional knowledge to retail managers when standing in front of critical marketing decisions. In order to support our goal, we employ the shopping orientation segmentation approach which allows to segment customers in a “live” and therefore exploitable manner. According to the findings of an exit survey among retail customers, this study reveals that “situational” as well as “individual” store-choice criteria do merit our attention as the basis for segmenting retail customers. These criteria, together with satisfaction, can be seen as a conceptual platform based on which retail customers can be effectively segmented. As our findings suggest, the customers interviewed clearly fall into two distinct segments, namely the “fastidious” and the “easy-going” customers, each calling for special attention from retailing managers in order to obtain higher levels of satisfaction.