Store Attribute Beliefs as a Tool for Gaining Customer Share

• Main Authors: Ya-Ting Hung, 洪雅婷
• Other Authors: Wann-Yih Wu
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/80121990391142083275

碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 94 === In today’s competitive environment, marketers have to pursue a variety of specialized strategies to strive. Therefore, “Customer share of wallet” becomes a great indicator for marketer. In this study, we want to know what factors have influence on customer share. Although there were many studies discussing the topic of customer share, they were all unilateral and in short of integration. Therefore, in this study, we try to use a new viewpoint to discuss customer share. We use store attribute beliefs to examine whether consumer’s perceptions about the shopping environment will have different outcomes of customer share. We use three factors to deeply describe and definite store attribute beliefs. These are ambient variables, design variables and social variables. We also use shopping value, shopping satisfaction and shopping orientation to examine the relationship between store attribute beliefs and customer share. Furthermore, the moderating effects of atmospheric responsiveness and shopping orientation are verified in this study. It has been considered that consumer’s personal characteristics have influence in this study. Therefore, we want to know the influence of different consumer’s environment responsiveness in our research model. In addition, we use economic shopping orientation and recreational shopping orientation to examine the effect on the relationship between satisfaction and customer share. The details about the empirical validation would be delivered in this study. According to the results of this study, several conclusions were made as follows: 1.Store attribute beliefs have influence on customer share through shopping value and shopping satisfaction. That is, if consumers have more positive store attribute beliefs, they will have higher customer share. 2.Consumers who have higher atmospheric responsiveness will perceive more shopping benefits and value during their shopping trips than those who have lower ones. 3.Economic shoppers have lower customer share even though they have high shopping satisfaction. Economic shoppers tend to find the most beneficial store to shop; therefore, they always change their stores. On the other hand, recreational can’t strengthen the relationship between shopping satisfaction and customer share.