Determinants Of Online Patronage Behavior In A Retail Setting

Over the last decade, retailers and manufacturers alike are increasing their attention to the role of instore mobile technology use with the aim to understand its impact on consumers’ decision making process. The rise of the mobile channel, in fact, has produced disruptive changes in shopping habits designed to gradually reduce the effectiveness of in-store marketing levers in influencing shopping behaviour.This topic is of paramount importance in grocery sector since retailers and manufacturers devote a lot of investments in instore marketing activities with the aim to influence consumers’ decisions and stimulate impulse purchases. Nevertheless, there are few contributions about the influence of the mobile technology in a retail setting and its effects on buying behavior inside the store.Our research intends to explore the impact of in-store mobile technology use on shopper behavior instore in order to understand its effects on planned versus unplanned purchases. According to our preliminary results, consumers using mobile technology instore make less unplanned items and fail to purchase more planned items. Moreover, the use of mobile technology negatively impacts shoppers’ ability to recall in-store stimuli. Our findings are interesting for both retailers and manufacturers who are looking for new ways to better address their marketing efforts and increase consumers’ engagement instore.

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Dietitians in the retail setting

Journal of Nutrition Education ◽

10.1016/s0022-3182(89)80239-0 ◽

1989 ◽

Vol 21 (1) ◽

pp. 34D

Author(s):

Sheryl Bachman ◽

Karen Husu ◽

Mary Lombardi ◽

Mary North

Keyword(s):

Retail Setting

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Predicting and explaining patronage behavior toward web and traditional stores using neural networks: a comparative analysis with logistic regression

Decision Support Systems ◽

10.1016/j.dss.2004.08.016 ◽

2006 ◽

Vol 41 (2) ◽

pp. 514-531 ◽

Cited By ~ 104

Author(s):

Wei-yu Kevin Chiang ◽

Dongsong Zhang ◽

Lina Zhou

Keyword(s):

Neural Networks ◽

Logistic Regression ◽

Comparative Analysis ◽

Patronage Behavior

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An Empirical Study on the Relationship between Cross-Channel Integration and Offline Store Patronage Behavior: An Abstract

Marketing Opportunities and Challenges in a Changing Global Marketplace - Developments in Marketing Science: Proceedings of the Academy of Marketing Science ◽

10.1007/978-3-030-39165-2_176 ◽

2020 ◽

pp. 435-436

Author(s):

Takumi Tagashira ◽

Chieko Minami

Keyword(s):

Empirical Study ◽

Channel Integration ◽

Patronage Behavior ◽

Store Patronage ◽

The Relationship

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A meaning-based framework for customer loyalty

International Journal of Retail & Distribution Management ◽

10.1108/ijrdm-05-2019-0153 ◽

2020 ◽

Vol 48 (8) ◽

pp. 825-843 ◽

Cited By ~ 2

Author(s):

Elina Närvänen ◽

Hannu Kuusela ◽

Heli Paavola ◽

Noora Sirola

Keyword(s):

Customer Loyalty ◽

Meaning Making ◽

Two Dimensions ◽

Alternative View ◽

Content Type ◽

Group Data ◽

Focus Group Data ◽

Retail Setting ◽

Depth Interviews ◽

Practical Implications

PurposeThis paper's purpose is to develop a meaning-based framework for customer loyalty by examining how consumers make sense of customer loyalty through meanings and metaphors.Design/methodology/approachA qualitative study based on in-depth interviews and focus group data in the retail context was conducted with Finnish customers. The data were analysed with qualitative data analysis techniques such as the constant comparative technique.FindingsThe empirical findings comprise eight loyalty meanings characterised by two dimensions. The first dimension is reflexive vs. routinised, and the second dimension is private vs. social. The loyalty types are dimensionalised through four metaphors: loyalty as freedom of choice; as being conventional and binding; and as belongingness.Practical implicationsThe findings improve the way customer loyalty currently is understood in the retail setting. The paper proposes that customer insight that utilises thick data can be used to grasp loyalty meanings. These data are rich in context and detail, and they take into account customers' everyday lives. Utilising thick data in the form of storytelling fuels customers' meaning-making related to customer loyalty, potentially enriching their relationship with the retailer.Originality/valueCustomer loyalty has been driven largely by a transactional and company-centric perspective. This article presents an alternative view of customer loyalty that accounts for the variety of meanings that customers may assign to their loyalty-related thoughts and behaviours.

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Employing proactive interaction for service failure prevention to improve customer service experiences

Journal of Service Theory and Practice ◽

10.1108/jstp-07-2015-0161 ◽

2017 ◽

Vol 27 (1) ◽

pp. 164-186 ◽

Cited By ~ 13

Author(s):

Hyunju Shin ◽

Alexander E. Ellinger ◽

David L. Mothersbaugh ◽

Kristy E. Reynolds

Keyword(s):

Customer Service ◽

Service Provision ◽

Service Providers ◽

Service Failure ◽

Marketing Research ◽

Theory And Practice ◽

Future Research ◽

Content Type ◽

Failure Prevention ◽

Patronage Behavior

Purpose Services marketing research continues to be largely focused on firms’ reactive interactions for recovering from service failure rather than on proactive customer interactions that may prevent service failure from occurring in the first place. Building on previous studies that assess the efficacy of implementing proactive interaction in service provision contexts, the purpose of this paper is to compare the influences of proactive interaction to prevent service failure and reactive interaction to correct service failure on customer emotion and patronage behavior. Since proactive interaction for service failure prevention is a relatively underexplored and resource-intensive approach, the authors also assess the moderating influences of customer and firm-related characteristics. Design/methodology/approach The study hypotheses are tested with survey data from two scenario-based experiments conducted in a retail setting. Findings The findings reveal that customers prefer service providers that take the initiative to get to them before they have to initiate contact for themselves. The findings also identify the moderating influences of relationship quality, situational involvement, and contact person status and motive. Originality/value The research contributes to the development of service provision theory and practice by expanding on previous studies which report that proactive efforts to prepare customers for the adverse effects of service failure are favorably received. The results also shed light on moderating factors that may further inform the exploitation of resource-intensive proactive interaction for service failure prevention. An agenda is proposed to stimulate future research on proactive customer interaction to prevent service failure in service provision contexts.

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