Le lien entre satisfaction et fidélité du consommateur dans le secteur de l'habillement: impact de l'usage des marques et des soldes

Caroline Cloonan

in Economics Thesis from University Paris Dauphine from Paris Dauphine University

Abstract: Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct effect of the product acquisition context; and more specially the effect of a price discount, seasonal and outlet sales; on consumer transaction-Specific satisfaction. Moreover, the indirect effect of brand usage frequency on the link between satisfaction and customer loyalty is studied. To address these research questions we used a diary method study. This study aims to monitoring every week consumer’s purchases and clothing usage. Our results indicate that if the transaction-Specific satisfaction with a brand is negatively linked to consumer loyalty, it is compensated by increased brand usage frequency. The more a consumer is satisfied with the transaction, the more he uses the product and is likely to be loyal to the brand. Thus, as consumer transaction-Specific satisfaction is higher for purchases during seasonal sales or outlet sales than without these offers, it allows indirectly brands to build consumer loyalty.

Keywords: Marketing; Soldes; Promotions; Situation d’usage; Fréquence d’usage; Satisfaction par rapport à la transaction; Fidélité; Vêtements; Méthode du journal personnel; Expérience du consommateur; Seasonal sales; Sales promotions; Usage situation; Usage frequency; Transaction-Specific satisfaction; Loyalty; Clothing; Diary studies; Consumer experience (search for similar items in EconPapers)
JEL-codes: L67 M31 (search for similar items in EconPapers)
Date: 2014 Written 2014
Note: dissertation
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