Comment le format de magasin modère-t-il les effets des stratégies de prix et de la valeur de magasinage sur la fidélité au magasin ?

Arnaud Riviere (), Patricia Coutelle-Brillet () and Mbaye Fall Diallo
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Arnaud Riviere: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Patricia Coutelle-Brillet: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours

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Abstract: How does store format moderate the effects of pricing strategies and shopping value on store loyalty? This research investigates the effects of low price and price promotion perception and of shopping value on store loyalty, and analyzes the moderating role of store format. Based on a quantitative survey led among 813 consumers, the results show that low price perception has a direct effect on store loyalty while price promotion perception influences shopping value. Unlike functional, economic and emotional values, social value doesn't affect store loyalty. By contrast with strategic evolutions of retailers, the article shows that the loyalty to hypermarkets remains more influenced by price promotion and functional value, while the loyalty to discounters is more affected by low price and economic value. The loyalty mechanisms for supermarkets are less specific and more similar to those for discounters.

Keywords: loyalty; price; promotion; shopping value; store format.; fidélité; format de magasin; prix; valeur de magasinage. (search for similar items in EconPapers)
Date: 2018-04-04
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Published in Décisions Marketing, 2018, 89, pp.85-104. ⟨10.7193/DM.089.85.104⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308104

DOI: 10.7193/DM.089.85.104

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