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Multiple store patronage: The effects of store characteristics

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  • Maruyama, Masayoshi
  • Wu, Lihui

Abstract

The present study contributes to the literature on multiple store patronage in two important directions. First, it examines whether consumers׳ perceived importance of store characteristics have effects on multiple store patronage. Second, it examines the relationship between multiple store patronage and consumers׳ share of wallet at the primary store. Our results show that consumers who attach high value to sales promotions are more likely to visit multiple stores. However, store characteristic factors generally did not exert significant effect on multiple store patronage. Furthermore, we find that multiple store patronage and share of wallet are not interdependent and the profiles of consumers in terms of them do not share many common characteristics.

Suggested Citation

  • Maruyama, Masayoshi & Wu, Lihui, 2014. "Multiple store patronage: The effects of store characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 601-609.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:4:p:601-609
    DOI: 10.1016/j.jretconser.2014.04.009
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    3. Lin, Chen & Bowman, Douglas, 2022. "The impact of introducing a customer loyalty program on category sales and profitability," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
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    5. Goodman, Steve & Remaud, Hervé, 2015. "Store choice: How understanding consumer choice of ‘where’ to shop may assist the small retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 118-124.
    6. Yuan, Yuan & Si, Zhenzhong & Zhong, Taiyang & Huang, Xianjin & Crush, Jonathan, 2021. "Revisiting China’s supermarket revolution: Complementarity and co-evolution between traditional and modern food outlets," World Development, Elsevier, vol. 147(C).
    7. Azeem, Muhammad Masood & Baker, Derek & Villano, Renato A. & Mounter, Stuart & Griffith, Garry, 2019. "Response to stockout in grocery stores: A small city case in a changing competitive environment," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 242-252.
    8. Coelho do Vale, Rita & Verga Matos, Pedro & Caiado, Jorge, 2016. "The impact of private labels on consumer store loyalty: An integrative perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 179-188.

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