Store Patronage Research Articles

COVID-19 and Retail Grocery Management: Insights From a Broad-Based Consumer Survey

The grocery retail industry is encountering unique challenges and opportunities during the 2019 Novel Coronavirus (COVID-19). The pandemic led to various transformations in the food retail industry, including changes in consumer perception and behavior. Although the pandemic has a situational nature, these transformations could have both temporary and long-lasting effects on reforms of the grocery retail industry. We examined consumer retail grocery shopping behavior change during the pandemic using a national survey among 2500 U.S. adults. Survey results show that consumers now have higher expectations for in-store safety; they have reduced the frequency of store patronage, travel time, and in-store duration; they have shifted from regular shopping schedule and shopping destinations; and they have spent more per shopping trip. The increased spending at brick-and-mortar stores also paralleled with the expanded transactions across various types of online grocery shopping platforms. We further arrived at practical managerial implications in both the short term and long term for brick-and-mortar stores as well as online grocery vendors.

Relative importance of motivation, store patronage, and marketing efforts in driving cross-buying behaviors

ABSTRACT This study identifies the extent to which cross-buying behaviors can be attributed to consumer motives, store patronage, and marketing efforts. Their explanatory power is empirically examined using a panel survey and purchase history data for fashion products of 3,052 customers patronizing an online shopping mall. Motivation explains merely 4% of the variation in the number of product categories purchased during the study period, surpassed by the variation explained by store patronage (8%) and marketing efforts (38%). These results suggest that, while motivation may be a necessary antecedent for cross-buying, it is insufficient as a ‘standalone’ driver, as behavior is largely driven by customers’ responses to marketing efforts.

The role of self-congruity in the retail store patronage model: The case of Islamic retail stores in Indonesia and Malaysia

The role of self-congruity in the retail store patronage model: The case of Islamic retail stores in Indonesia and Malaysia

Consumer territorial responses in service settings

PurposeCustomers can be territorial, which results in reactive behaviors that can hurt firm profitability. This study aims to expand the typology of customer territorial responses previously identified in the environmental psychology and marketing literature.Design/methodology/approachThe authors use a mixture of quantitative and qualitative approaches. The exploratory studies elicit and test a typology of consumer territorial responses using critical incident technique and factor analysis. Two surveys use the typology. Study 1 examines intrusiveness in grocery store settings. Study 2 expands the model with specialty store shoppers to examine how rapport, employee greed, entitlement and time pressure interact with intrusion pressure and relate to customer territorial responses.FindingsThe results indicate a new category of territorial responses – deferential verbalizations – and show relationships between intrusion pressure and deferential actions, retaliatory verbalizations, retaliatory actions and abandonment. The relationships are affected by the moderators, including rapport, which interacts with intrusion pressure to increase the likelihood of switching.Research limitations/implicationsCollecting data near closing time restricted observations and consumer time to participate using self-report data. The results should be replicated with other populations and service providers.Practical implicationsManagers should monitor customer treatment during closing time. The results indicate consumer responses to closing time cues not only impact their shopping trip but also affect whether they will patronize the store in the future.Originality/valueThe study provides an expanded typology of territorial responses, identifies moderating factors that may affect responses and links employee intrusiveness and territorial responses to store patronage.

The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia

Religiosity covers all aspects of human life values. Consumer decision-making in Muslim product purchase needs to involve religiosity. Muslim fashion is increasingly popular and becomes a potential business for fashion entrepreneurs in Indonesia. This condition evokes a dilemma for the consumers as Muslim fashion users on whether they have to conform to the religious sharia or follow the trend. The purpose of this article is to identify the role of religiosity as a factor affecting Muslim consumers to revisit Muslim fashion stores. This research involved 243 Muslim consumers of several Muslim fashion stores. The results showed that religiosity of Muslim consumers had a direct effect on patronage intention and indirect effect on patronage intention of Muslim fashion stores through Customer Satisfaction. The research findings are directed to managerial implications for Muslim fashion entrepreneurs in relation to consumer religiosity and marketing of Indonesian Muslim fashion products.

패션리테일 점포내 디지털 사이니지에 의한 지각된 분위기와 점포애고의도

패션리테일 점포내 디지털 사이니지에 의한 지각된 분위기와 점포애고의도

All at once or one at a time? The effect of simultaneous versus sequential discount presentation on store patronage intentions

AbstractRetailers often employ store flyers, be they in print or digital form, to drive store traffic. A fundamental difference in the presentation of multicomponent information, such as the multiple discounts presented in flyers, is whether the components are displayed simultaneously (all at once) of sequentially (one at a time). Yet a little extant research examines how these different presentations affect individuals' responses to retailer price promotions. Three experiments demonstrate that a sequential display of price discounts is associated with more positive store patronage intentions. Evidence, gleaned by both measuring and manipulating the process by which the discounts are evaluated, implicates a greater sense of accumulating benefit with each successive discount when presented sequentially as the driver of the cross‐format difference in patronage intentions.

The impact of religiosity on fashion knowledge, consumer-perceived value and patronage intention

Purpose This study aims to examine the impact of religiosity on fashion knowledge, consumer-perceived value and patronage intention. Design/methodology/approach This study applied purposive sampling method. The population size used a minimum number of samples (100) in the WarpPLS analysis. The inferential statistical technique used is structural equation modeling. A tool for analyzing the structural models is the partial least square method. Findings Religiosity is a consumer belief in religion, which does not generate fashion knowledge so that high and low religiousness cannot increase or decrease fashion knowledge. Consumer confidence in their religion can increase consumer-perceived value of Muslim fashion products. It causes consumers to behave positively toward future behavioral intentions, that is, the patronage intention. Consumer religiosity is not the cause of patronage intention so that the high or low level of religiousness does not increase or decrease in the willingness of consumers to visit the store (or patronage intention). Fashion knowledge has a positive influence on consumer-perceived value. Consumer knowledge of fashion can increase the patronage of consumer intention toward Muslim fashion products. Fashion knowledge brings the knowledge to consumers in regard to Islamic law that regulates the prohibited and allowed actions, especially in wearing fashion. The high or low level of consumer-perceived value does not provide a cause for increase or decrease in the willingness of consumers to revisit the store (or patronage intention). Originality/value With regard to the relationship between religiosity and knowledge, it is found that there are still limited studies and differences in the sectors studied regarding the influence of religiosity and knowledge. To the best of the authors’ knowledge, the religiosity variable in influencing consumer-perceived value has not been used in previous studies. Religiosity is associated with consumer-perceived value expressed as originality in this study because the researcher has not found this relationship in the previous studies. Regarding the relationship between religiosity and store patronage intention, it is found that there are still different opinions in the research results on the effect of religiosity and store patronage intention. Concerning the relationship between knowledge and consumer-perceived value, it is found that there are still different opinions in the research results on the effect of knowledge and consumer-perceived value. The authors found no use of the knowledge variable in influencing store patronage intention in previous research studies. Knowledge associated with store patronage intention is expressed as the originality trait in this study because the researcher has not found this relationship in the previous studies. As for the relationship between consumer-perceived value and store patronage intention, it is found that there are still different opinions in the research results of the study regarding the influence of consumer-perceived value and store patronage intention.

Enhancing Apparel Store Patronage through Retailers’ Attributes and Sustainability. A Generational Approach

While research on retailers’ attributes that influence store patronage is relatively plentiful, the influence on store patronage of consumers’ perceptions towards retailers’ sustainable behaviour is a new topic. The authors examine the influence of retailers’ sustainable behaviour and store attributes (assortment, price, personnel, advertising and convenience) on the patronage behaviour of generations X and Y (Millennials). Data were collected via a survey of 278 Xers and 402 Millennials in an emerging market. Results show that Generation X apparel store patronage is positively influenced by advertising and store personnel, whereas Millennials’ are influenced by assortment, personnel and advertising and to a weaker extent by retailers’ sustainable behaviour. The paper enlarges the understanding of generational theory in an emerging market, while from a managerial perspective the results are particularly useful for apparel retailers with regards to marketing strategies which need to be implemented in order to attract and retain Generation X and Y consumers.

How does perceived retail service innovativeness affect retail patronage intentions?

This study aims to conceptualize the effects of perceived retailer service innovativeness (PRSI), perceived service advantage, customer emotional satisfaction, and attitudes to retail patronage intentions. The proposed model is examined by structural equation modelling (SEM) using 1,386 samples from three retail formats in Taiwan. Results suggest that PRSI can be used as a strategic tool to create competitive advantage and customer satisfaction. PRSI is a critical antecedent factor that affects store patronage intentions through material‐based and experience‐based routes. This study affirms that a retailer's ability to offer service innovations, especially free in‐store services, may not immediately increase the financial performance of firms; however, it can change a consumer's attitude towards the store by becoming a critical determinant of success of the retailing system. The research model can be utilized by other retail studies, especially in this era of increased competition when innovation has become a critical strategic tool for differentiation.

Investigating business outcomes of healthy food retail strategies: A systematic scoping review.

Large changes to food retail settings are required to improve population diet. However, limited research has comprehensively considered the business implications of healthy food retail strategies for food retailers. We performed a systematic scoping review to identify types of business outcomes that have been reported in healthy food retail strategy evaluations. Peer-reviewed and grey literature were searched. We identified qualitative or quantitative real-world food or beverage retail strategies designed to improve the healthiness of the consumer nutrition environment (eg, changes to the "marketing mix" of product, price, promotion, and/or placement). Eligible studies reported store- or chain-level outcomes for measures of commercial viability, retailer perspectives, customer perspectives, and/or community outcomes. 11 682 titles and abstracts were screened with 107 studies included for review from 15 countries. Overall item sales, revenue, store patronage, and customer level of satisfaction with strategy were the most frequently examined outcomes. There was a large heterogeneity in outcome measures reported and in favourability for retailers of outcomes across studies. We recommend more consistent reporting of business outcomes and increased development and use of validated and reliable measurement tools. This may help generate more robust research evidence to aid retailers and policymakers to select feasible and sustainable healthy food retail strategies to benefit population health within and across countries.

Salient environmental attributes and their value for small independent grocers

PurposeThis paper aims to focus on the consumers’ decision process to clarify the salient attributes within the in-store environment of small independent grocers. Thus, the relative importance among environmental factors and their explicit monetary values is clarified.Design/methodology/approachThe conjoint approach was applied to form a set of hypothetical environments virtualised through an interactive computer-aided simulation. Each of the 241 respondents was asked to evaluate their patronage intention on the basis of a given set of 18 virtual environments.FindingsThe results revealed the greater importance of the social environment in comparison to design and ambient cues, which consumers use in determining their patronage of stores. The final recommended environment offers some explicit value added to customers.Originality/valueIn contrast to most environmental studies, this study considered consumers’ decision processes, using conjoint analysis to clarify the relative importance and value of the environmental aspects affecting small independent grocers.

Selling Smokes or Smoking Sales: Investigating the Consequences of Ending Tobacco Sales

We measure the cross-category spillover effects of a retailer changing its assortment at the extensive margin (by dropping an entire category from its portfolio) on the outcomes for its rivals in the industry.By leveraging the quasi-experimental nature of the exit by a national pharmacy chain, hereinafter referred to as the Exiting Chain (EC) from the tobacco category, we measure the effects of this event on the revenue generated by non-tobacco products at rival pharmacy chains. We show, using Nielsen RMS data, that for each 1% increase of cigarettes sales in non-EC stores that are located near an“exiting” EC store relative to those non-EC drugstores that are not, the revenue generated by non-tobacco products grows by 0.04%. Next, using Nielsen Homescan panel data, we try to uncover the mechanism underlying this spillover by looking at how the behavior of smokers and non-smokers at EC stores is affected by the decision. We find that the frequency of trips to the exiting stores that included some tobacco product was negatively affected, suggesting that tobacco was one of the main drivers of store patronage for those trips. For non-smokers, we find that they react to EC’s action by increasing the frequency of trips to the exiting chain. However, the gains from non-smokers does not seem to outweigh losses due to smokers. To assess the generalizability of our results, we analyze the impact of a set of tobacco bans imposed by municipalities in Massachusetts and find cross-category loss patterns for drug stores in those areas that are similar to the gains to rival stores from EC’s exit.

A discussion framework of store image and patronage: a literature review

PurposeThe purpose of this paper is to critically review the literature that explores the relationships between store image and store patronage behaviour, thereby providing the practical analytical framework with measurements that aids marketers to build strategical marketing plans to attract loyal customers to their retail shops.Design/methodology/approachA systematic literature review method was applied to this study which analysed the literature of peer-reviewed articles in English-language journals and specific online databases. In total, 863 peer-reviewed articles which were published between 1950 and 2017 were examined to provide the practical framework with measurements for further discussion.FindingsIt was found that within the eight identified dimensions of store image – merchandise, service, convenience, promotion, client, physical facilities, atmosphere and institutions, there are corresponding sub-sections that must be recognised, e.g. merchandise is made up of quality, assortment, price, fashion and guarantee. These dimensions have been analysed and discussed in the context of their impact on store patronage. However, because of the lack of clarity in predictors of store patronage, there has been confusion in academic discussions. Therefore, it is proposed that store patronage should be investigated with two parameters, customer and manager store image alignment and past purchase experiences.Research limitations/implicationsThis study contributes to providing a useful discussion platform with an analytical framework and measurements. Due to the selected term-based search method, even with the authors’ maximum effort, the number of selected publications is limited.Practical implicationsThis study introduces a practical conceptual framework for the measurements that need to be utilised by the marketers while building marketing strategies for attracting consumers to enhance their patronage behaviours. Retail services need to create a reinvented discussion platform with respect to store image and patronage. Consumers may perceive store image as being embedded in the store environment as a trigger for their patronage behaviour and, using the proposed analytical framework, the retailers can analyse and refine their marketing plans effectively.Originality/valueThis study presents the overall reappraisals of the initial literature with regard to the holistic development, implications and impact of store image on store patronage. Moreover, the paper seeks to provide a robust discussion paradigm for developing perspectives for improving patronage behaviours, thereby bridging the gap between store image and store patronage by attempting to use the relevant literature to contribute to constructive future discussions and useful dimensions while building marketing strategies.

Lonely consumers and their friend the retail salesperson

Store-based retailers face constant challenges in trying to lure shoppers, extend shopping visits, and convert patrons. With shopping options galore (e.g., native online sellers, mobile commerce, automatic replenishment), experts might inquire whether store-based retailers still offer enough value for today's consumers. Some stores have found success through format diversification, self-checkout, in-store pickup, and so on. In this study, we assert that store-based retailers could find success via in-store salespersons capable of satisfying the social needs of consumers experiencing loneliness. Despite purported “connections” to friends, followers, and devices, consumers of all demographics feel undesirable shortcomings in their personal relationships. Delving into this largely unexplored area, we find that two varieties of loneliness—social and emotional—influence the degree to which consumers use in-store sales personnel for social interaction. We also ascertain that consumers' predisposition to comply with salesperson input affects their trust in the salesperson, purchase intention, and retail store patronage.

Shoppers’ attachment with retail stores: Antecedents and impact on patronage intentions

Systemic changes are transforming traditional brick-and-mortar retailing, with some venerable retailers closing some or all of their stores, others reinventing store layouts and shopper engagement tactics, and, interestingly, the migration of erstwhile online-only retailers to the physical retail landscape. Given these changes, it is imperative for brick-and-mortar retailers to identify newer customer relationship mechanisms that motivate patronage intentions. Drawing from research on consumer-brand relationships, this study introduces store attachment as a second-order relational construct comprising of store-self connection and store prominence. Subsequently, for store attachment, cognitive and emotional antecedents as well as consequent influence on store patronage intentions are hypothesized and tested. Based on the findings, implications are offered for retailing researchers and practitioners.

Path Analytic Study on Relationship between Shopping Orientation, Store Attributes and Patronage Behaviour of Retail Shoppers in Selected Cities of Gujarat State

This paper aims to examine influences of shopping orientation and store attributes on store patronage behaviour of selected shoppers who were conveniently drawn from amongst selected shopping malls of the selected cities of the Gujarat State, India. This empirical descriptive research study is based on responses of 1500 Shoppers who were conveniently drawn to collect primary data with the help of structured questionnaire aimed at identification and evaluation of crucial dimensions relating to shoppers’ patronage behaviour. An attempt is made to develop a Path Analysis Model to study and showcase the linkages between shopping orientation, store attributes and store patronage behaviour of selected shoppers who were conveniently drawn from amongst selected shopping malls of the selected cities of the Gujarat State, India. This research study in light of its findings suggests that the retailers need to effectively offer and maintain the store attributes to drive store traffic and enhance patronage intention.

Beyond window signs: Understanding the affect‐based effects of window signs on store patronage intentions

AbstractStore managers commonly use window signs to decorate their stores and, more importantly, to communicate store‐related information to their customers. This research investigates the role window signs play in influencing consumers’ attitudes and store patronage intentions. Empirical evidence from two studies (data from a real‐life store environment and from an experimental setting) indicates that window signs generate positive inferences to consumers about the store image and the store promotion value, which ultimately influence consumers’ patronage intentions. Furthermore, this study proposes and tests a model suggesting that window signs represent a diagnostic cue from which consumers infer a sense of place identity. The results show that place identity partially mediates the relationship between consumers’ attitude toward window signs and consumers’ store patronage intentions. Moreover, this study includes the store manager's perspective and finds evidence that retail managers have positive attitudes toward window signs, which encourage them to rely on this promotional tool to announce store promotions. Implications of the findings for the role of window signs are discussed.

Proximity and time in convenience store patronage: Kaïros more than chronos

This research questions the notions of proximity and time in retailing and attempt to predict customers’ intention to patronize the new convenience store concepts developed recently in France. The analysis of 22 qualitative interviews with retailers and customers has led to propose a conceptual model that has been tested empirically on two samples of 250 customers each, based on PLS structural equation modeling. Results show that customers patronize convenience stores primarily because of relational and functional proximity, but also because these stores allow them to save time (chronos), and to better manage their time through more opportune frequentation (kaïros).

Customer perceptions of product assortment leading to store patronage: a study of small retailers

The review of the literature reveals the role of product variety, product availability, price perceptions, assortment organisation and product quality constructs in terms of customer perceptions but such results lead to questioning the nature of the conceptual structure that would include these constructs as well as their interrelationships in a structural model. Moreover, the earlier studies are typically focused on organised stores. From this perspective, the purpose of this study is to evaluate the role of these constructs in evolving customer perceptions towards the store using data collected from 230 customers who visited small retailers in rural areas. The results reflect the importance of these identified variables towards the customer perceptions. Also the relationship between customer store perceptions and store patronage has been derived.