Retail Patronage Research Articles

English

Changes in retail patronage in the South African retailing environment since the advent of democracy in 1994 need to be further researched. Various factors have played a role in making the South African retail environment the dynamic place it is. Some of the major changes include the new retail planning that has occurred since democracy and the effect it has had on the disadvantaged black township areas. The aim of this study was to examine the influence of inshopping and outshopping as special instances of retail patronage in the Soweto township. Soweto was chosen for the study because it is one of the largest disadvantaged townships in South Africa. Both exploratory and descriptive research designs were used in the study. A disproportionate stratified sample was selected and interviewed, consisting of 690 households spread over 11 subareas of Soweto. It was found that there is a marked difference between the profiles of in- and out-shoppers living in Soweto. Some of the findings correlate with the findings in other countries of the world, but there are also a number of major differences. South African retailers should take cognisance of these differences and adapt their retailing strategies accordingly.   Key words: Retail patronage, inshopping, outshopping, Soweto.

Fashion involvement and experiential value: Gen Y retail apparel patronage

Despite Generation Y (Gen Y) consumers' significant role as a decision maker in the market, it is increasingly challenging for retailers to understand these consumers’ behavior and psychology. To enhance an in-depth understanding of Gen Y consumers, this study examined the effect of fashion involvement (FI) and perceived experiential value (EV) on Gen Y consumers’ retail apparel patronage behavior. Based on a survey method, data were collected from USA and Taiwan Gen Y samples. The structural equation modelling technique was used to analyze 413 useable surveys. Results indicate EV directly influences retail patronage, while FI indirectly affects retail patronage through EV. Analysis further reveals two dimensions of FI; cognitive involvement and affective involvement. Cognitive involvement has a moderate direct, negative effect on escapism value, and weak, negative effect on utilitarian value, while affective involvement has a moderate direct, positive effect on aesthetic value and weak, positive effect on escapism value. This study theoretically contributes to understanding how consumer involvement affects perceived experiential shopping value. Findings also provide strategic ideas for apparel retailers in creating shopping environments that resonate with Gen Y customers, which ultimately leads these customers to be loyal to their brands and stores.

The Effects of Perceived Brand Globalness and Perceived Brand Localness in China: Empirical Evidence on Western, Asian, and Domestic Retailers

Internationalizing retailers have shifted their attention to developing countries in which they pursue different forms of adapted-format transfer strategies to succeed locally. However, little is known about whether such retailers can use their core advantage of a global retail brand and how consumer perceptions of such global retail brands drive retail patronage. To expand knowledge on this issue, the authors use data from 1188 Chinese consumer surveys on 36 Western, Asian, and mainland Chinese retailers. They find that retailers’ perceived brand globalness and perceived brand localness enhance retail patronage only by affecting consumers’ functional and psychological values. These value creation routes to success change according to retailers’ origins. Although Western and Asian retailers draw equally strong benefits from their global perceptions, Asian retailers convince consumers predominantly through functional values, whereas Western retailers also influence consumers emotionally. Chinese retailers gain consumers by being perceived as “glocal” brands. Furthermore, perceived brand globalness enhances retail patronage most strongly for global identity consumers. Thus, retailers in emerging countries benefit from perceived brand globalness depending on retailer- and consumer-specific boundary conditions.

The effects of the current economic situation on customer satisfaction and retail patronage behaviour

This study examines the factors that underlie store attributes and determines their influence on maximal customer satisfaction. First, we attempt to assess the differential influence of store factors on several customer subsamples that exhibit diverse retail patronage behaviour, a variable we operationalise as shopping frequency in accordance with relevant literature. Second, we aim to determine whether the economic downturn has exerted any influence on this relationship by collecting two comparable samples of consumers in different periods – one at the beginning of the crisis and one in the middle of the crisis. The findings highlight the importance of the proximity to home and customer attention attributes, and show that while in the beginning of the crisis a higher shopping frequency has a greater propensity to enhance the convenience, services and quality image factors, in the middle of the crisis the smallest number of factors contributing to satisfaction can be observed in the subsamples with the highest and lowest shopping frequency, respectively. The results thus suggest that the current economic situation is not contributing strongly to changes in consumers' patronage behaviours.

Consumerscapes and the resilience assessment of urban retail systems

Despite the plethora of studies on the behavior and values of consumers, research in the social sciences tends to sideline the role of the cultural dimension of consumption in the assessment of vitality and resilience of urban retail systems. However, given the tendency for retailers to make consumers a key element in their strategies, the cultural approach seems to be a valuable alternative to firm-centric analysis. This paper seeks to face this challenge mobilizing the lens of Consumer Culture Theory (CCT). The aim is to show why consumerscapes matter in the assessment of urban retail resilience. According to Arnould (2005), CCT allows us to capture the motivating social and cultural contexts of retail patronage and purchasing behaviors and the myriad of motivating factors behind the retail purchase decision. People have a variety of projects that they tend to realize through shopping practices and consumption, and retailers offer the range of resources they need to accomplish such projects. Bearing these ideas in mind, we suggest that in order to assess the resilience of urban retailing we need to know the extent to which the different shopping districts provide consumers with the range of resources they want so as to fulfill their projects, and how retailers and public authorities can, in the long term, sustain or improve the levels of consumer satisfaction. These ideas are discussed both in a theoretical and empirical way supported by the data collected from consumer surveys carried out in three neighborhood shopping districts in Greater Lisbon.

Interpersonal service quality, self-service technology (SST) service quality, and retail patronage

The main purpose of this study is to examine how two components of interactive service quality (interpersonal service quality and self-service technology service quality) are related to retail patronage. This study also aims to identify the moderating effects of individual characteristics. The results indicate that two components of interactive quality are greatly related to retail patronage intentions. The moderating effects of technology anxiety, need for interaction, and age are also partially supported. To increase retail patronage, it is very important to focus on improving self-service technology service quality as well as interpersonal service quality. The results from this study also provide retail managers with a detailed understanding of how individual characteristics influence retail patronage intentions.

Do microblog postings influence consumer perceptions of retailers' e‐servicescapes?

PurposeConsumers are increasingly connected to each other through electronic devices. Consequently, the potential for online retailer (hereafter, e‐tailer) initiated communications delivered through electronic media to inspire viral‐like e‐WOM processes among consumers is also expanding. Microblog postings and e‐mails may impact consumers' perceptions of retail web sites (e‐servicescape). These perceptions may trigger other outcomes (i.e. greater trust, patronage, or e‐WOM) that redound to e‐tailers' interests. The first purpose of this paper is to expand online e‐tailers' (e‐tailers') understanding of how and whether microblog postings affect consumers' e‐servicescape perceptions. The second purpose is to investigate how and whether e‐servicescape perceptions influence consumers' trust in e‐tailers' web sites, patronage of e‐tailers, and propensity to engage in e‐WOM about e‐tailers' messages.Design/methodology/approachBy integrating the e‐servicescape construct with the Network Coproduction Model of WOM theory, a model is developed. This model examines how e‐communication efforts affect consumers' perceptions of e‐servicescape, trust, e‐tail patronage and e‐WOM. Each relationship is investigated through a consumer survey.FindingsFindings suggest: microblog postings may have a negative impact on consumers' e‐servicescape perceptions; retail web site's usability, financial security, customization, and entertainment value positively affect consumers' trust; and consumers' trust positively impacts retail patronage and e‐WOM intentions.Practical implicationsPrescriptive insights for managing microblogging in ways that more favorably influence consumers' perceptions of e‐tailers' e‐servicescapes – and subsequently consumer trust in, patronage of, and e‐WOM about the retailer and its web site – are developed.Originality/valueThe paper is the first to integrate word‐of‐mouth theory with e‐servicescape to test a model examining how microblog postings affect e‐servicescape perceptions, consumer trust, consumer retail patronage, and e‐WOM intentions.

Business Opportunities In The Elderly Consumer Market

The elderly market has received increased attention in recent years as the business community recognizes the size and buying power of this group. The diversity of the elderly population poses challenges for managers who wish to develop an understanding of this unique consumer group. A segmentation perspective is offered as a means to integrate divergent research findings by considering retail patronage motives of three groups of older shoppers. Recommendations are suggested to guide retail marketing efforts aimed at each of these segments.

Perceived Risk As A Factor In Store Choice: An Examination Of Inherent Versus Handled Risk

Perceived risk as an influence on consumer behavior has been well documented. Despite the popularity of the topic, only a few studies have examined the risks consumers perceive when selecting a retail patronage mode. The study uses Bettmans concept of inherent/handled risk to isolate the risk attributable to specific retail patronage modes. The results indicate varying amounts of handled risk are associated with purchasing products from different retail m odes. The study also provides evidence that risk attributable to a specific retail mode tends to differ among product categories.

The Impact of Consumers’ Need for Uniqueness and Nationality on Generation Y's Retail Patronage Behaviors: Investigating American and Taiwanese Consumers

ABSTRACT Generation Y (Gen Y) consumers are now one of the most influential buying segments in U.S. history. This article empirically assesses the extent to which American Gen Y consumers and same-aged Taiwanese consumers’ need for uniqueness serves as a meaningful discriminant across retail patronage behaviors for branded apparel products. Results indicate a great deal of similarity between the two cultures’ need for uniqueness. Empirical findings reveal that consumers’ need for uniqueness does influence retail patronage behaviors. The implications of the similarities and differences between American Gen Y consumers and their Taiwanese counterparts serve as potential managerial mechanisms for building and sustaining retail patronage in a globalization era.

Adolescent Consumer Segmentation According to Retailer Patronage in the School Uniform Market

Adolescent Consumer Segmentation According to Retailer Patronage in the School Uniform Market

Influence of Shopping Orientation and Store Image on Patronage of Furniture Store

Knowledge on furniture consumers’ retail patronage will promote and enhance efforts to increase sales atfurniture stores and could guide future research. This research therefore was proposed to develop a generalmodel of retail patronage and to empirically test the relationships proposed in the model in the context offurniture market. The objectives of the study include 1) is to review existing retail patronage models and relatedliterature 2) to develop a general framework of retail patronage behavior and 3) to test the model in the furniturestore shopping patterns. Based on a review of the literature the study proposed to adapt Darden’s patronagemodel of consumer behavior. 115 data were collected through survey questionnaires and the underlyingrelationship among the variables that characterize consumers’ patronage behavior towards furniture was studied.Statistically it was found that in terms of shopping orientation, the apathetic shopper and the personalizingshopper was influenced by the lifestyle of the consumer and hence influenced the customer patronage. Storeimage on the other hand was found to enhance the impact on consumer patronage of the furniture store andmoreover acted as both the predictor and the moderator.

Customer satisfaction's key factors in Spanish grocery stores: Evidence from hypermarkets and supermarkets

The marketing literature has shown how certain attributes of the store are key for grocery retailers to differentiate themselves in the final markets. From this preliminary consideration the present work proposes a step forward by ascertaining the main factors that underlie the attributes of the store which have already been identified in the literature. All of this is taken into account with the object to examine which of these factors presents a greater influence on customer satisfaction. To test the proposed analysis, a sample of 358 Spanish customers that had carried out their purchase in different types of grocery stores (in particular, hypermarkets and supermarkets) has been analyzed considering a key variable of retail patronage behavior: the store format in which the purchase had been carried out. This study has enabled us to obtain interesting conclusions about the variables that have the most influence on customer satisfaction, providing useful managerial recommendations for decision-making in grocery retailing.

The importance of self‐service kiosks in developing consumers' retail patronage intentions

PurposeThe purpose of this study is to examine ways in which service quality delivered by self‐service kiosks influences consumers' retail patronage intentions.Design/methodology/approachThe model was tested in two self‐service kiosk settings: self‐checkout and information kiosk. Survey participants were members of a consumer panel from an online survey agent. A total of 1,230 e‐mails were distributed. Of these, 600 usable surveys were used for data analysis. Data were analyzed using structural equation modeling.FindingsThe study demonstrates that service quality delivered by self‐service kiosks is a direct and an indirect determinant of consumers' retail patronage intentions; service quality delivered by self‐service kiosks directly influences consumers' retail patronage intentions and also indirectly influences consumers' retail patronage intentions through three dimensions of retail service quality (i.e. reliability, personal interaction, and problem solving).Originality/valueCompared with previous studies that were heavily focused on consumer acceptance or trial of self‐service technologies, the study attempts to address formerly unexplored aspects of self‐service kiosks' contribution to retail patronage. A second contribution of the study which makes it different from prior studies that were mostly conducted in the context of self‐checkouts is that it tests a conceptual model related to two types of self‐service kiosks (i.e. self‐checkout and information kiosk) to examine whether the proposed relationships are similar or dissimilar across the two types.

Enhancing retail services: an empirical investigation

Researchers have shown that there is a relationship between the retail environment and revenue in retail and service outlet stores, satisfaction, and product selections and evaluations. A consumer's retail experience is affected by their emotional states, retail store attributes, and parking facilities. The purpose of the present study is to identify those factors likely to negatively affect retail patronage. Focus group interviews identified eleven attributes likely to evoke negative patronage. A survey instrument was developed and randomly administered via mall intercept. Three consumer clusters were produced; respondents comprising the first cluster appear to be more sensitive to personnel related issues while respondents comprising the second and third clusters appear to have diminishing levels of sensitivity to product related issues. The results of the study suggest the areas of potential concern to which retail management should develop proactive strategies. Finally, implications and directions for future research are discussed.

Receptivity to advertising messages and desired shopping values

Advertising designed around the ‘value’ notion represents a way to deal with widespread retail competition and knowledgeable, empowered consumers. This study empirically examines the influence of receptivity to advertising messages (RTAM) on desired shopping values and assesses whether this relationship is moderated by gender, age, and income. The structural model indicates that, compared to low‐RTAM shoppers, high‐RTAM shoppers tend to perceive each of the six value dimensions, (i.e. monetary cost saving, time cost saving, energy cost saving, post‐sale customer support, engaging store environment, and personal leisure experience) as more important in making a retail patronage decision. Further analysis shows that the links from RTAM to monetary cost saving and to post‐sale customer support are stronger for younger male shoppers. Another interesting finding is that the link from RTAM to monetary cost saving is stronger for high‐income shoppers whereas the link from RTAM to engaging store environment is stronger for low‐ and middle‐income shoppers. If retail advertisers are aware of the value dimensions that are crucial to the high‐RTAM segment within specific target markets, they could achieve advertising goals more effectively and efficiently through tailored advertising messages.

What drives college-age Generation Y consumers?

Generation Y (individuals ages 14–31 in 2008) are in the marketplace with the numbers and the purchasing power to have an unprecedented impact on the economy. Despite the potential of this group as a whole, especially the middle-aged members of this generation (ages 18–22) who are in the highly coveted college-student market, much is unknown about the motivations behind these individuals' consumption behavior and preferences. This study attempts to address this gap in the literature by exploring the antecedents of the consumption behavior of college-aged Generation Y individuals. The findings indicate that issues relating to socialization, uncertainty reduction, reactance, self-discrepancy, and feelings of accomplishment and connectedness drive Y consumers' product purchases and retail patronage. This article discusses these issues as well as their theoretical and managerial implications.

Factors adversely influencing retail patronage: an empirical investigation in the USA

Researchers have shown that there is a relationship between the retail environment and revenue in retail and service outlet stores, satisfaction and product selections and evaluations. A consumer's retail experience is affected by their emotional states, retail store attributes and parking facilities. The purpose of the present study is to identify those factors likely to affect negatively retail patronage. Focus group interviews identified 19 negative attributes. A survey instrument was developed and randomly administered via mall intercept. The factors that adversely influence the retail consumer perceptions of a retail store in order of importance are personnel related, product and pricing related, hygiene related, store ambience, parking convenience and shopping convenience. Factor importance across demographic groups was analysed. The results of this study suggest the areas of potential concern to which retail management should develop proactive strategies. Finally, implications and directions for future research are discussed.

Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach

The continuous interaction between retailers and their consumers has fascinated researchers for more than 50 years and has spurred the development of many measurement instruments. While a number of shopper typologies have been proposed, these studies have tended to employ dissimilar measures, samples and retail formats. As a result, the comparability and generalizability of findings are problematic. Using a multi-method, multi-format approach, this study replicates and extends past research findings to provide a comparable and generalizable typology of shoppers. Based on responses from nearly three thousand shoppers, the current study identifies the existence of five shopper sub-groups across multiple retail formats.

Who shops at supermarkets? : a study of retail patronage in Nicaragua

Who shops at supermarkets? : a study of retail patronage in Nicaragua