Studying motivations of store-loyal buyers across alternative measures of behavioural loyalty

Mercedes Martos-Partal and Óscar González-Benito

European Management Journal, 2013, vol. 31, issue 4, 348-358

Abstract: This study establishes a theoretical framework and provides empirical evidence related to the motivations and benefits sought by store-loyal customers. From a theoretical perspective, the proposed framework distinguishes utilitarian benefits, such as monetary and time savings, from hedonic benefits, such as shopping enjoyment, innovativeness and impulsiveness. From a methodological perspective, this study suggests the appeal of considering different measures of store-loyal behaviour, particularly those based on consumers’ self-assessments, as alternatives to measures based on solely on their budget allocations. The empirical findings indicate moderate consistency between these measures; self-assessment measures are more closely related to consumers’ motivational profiles. They also indicate the greater explanatory power of motivational variables compared with socio-demographic variables for characterising store-loyal buyers. Finally, store-loyal buyers’ general profile is less price sensitive, more time and service sensitive, less concerned about entertainment and new experiences, more likely to feature planning and more brand loyal.

Keywords: Buyer profile; Store loyalty; Motivations; Benefits sought; Budget allocation; Self-assessment (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:eurman:v:31:y:2013:i:4:p:348-358

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DOI: 10.1016/j.emj.2013.01.010

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