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Journal of the Academy of Marketing Science

Erschienen in:

01.09.2007

Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach

verfasst von: Jaishankar Ganesh, Kristy E. Reynolds, Michael G. Luckett

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 3/2007

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Abstract

The continuous interaction between retailers and their consumers has fascinated researchers for more than 50 years and has spurred the development of many measurement instruments. While a number of shopper typologies have been proposed, these studies have tended to employ dissimilar measures, samples and retail formats. As a result, the comparability and generalizability of findings are problematic. Using a multi-method, multi-format approach, this study replicates and extends past research findings to provide a comparable and generalizable typology of shoppers. Based on responses from nearly three thousand shoppers, the current study identifies the existence of five shopper sub-groups across multiple retail formats.

Vorheriger Artikel Transcendent customer experience and brand community

Nächster Artikel A measure and initial test of managers’ perceptions of relationship marketing in inter-organizational exchanges

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Titel: Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach
verfasst von: Jaishankar Ganesh
Kristy E. Reynolds
Michael G. Luckett
Publikationsdatum: 01.09.2007
Verlag: Kluwer Academic Publishers-Plenum Publishers
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 3/2007
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-007-0038-0

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