Le lien entre satisfaction et fidélité du consommateur dans le secteur de l'habillement : impact de l'usage des marques et des soldes

Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct effect of the product acquisition context; and more specially the effect of a price discount, seasonal and outlet sales; on consumer transaction-Specific satisfaction. Moreover, the indirect effect of brand usage frequency on the link between satisfaction and customer loyalty is studied. To address these research questions we used a diary method study. This study aims to monitoring every week consumer’s purchases and clothing usage. Our results indicate that if the transaction-Specific satisfaction with a brand is negatively linked to consumer loyalty, it is compensated by increased brand usage frequency. The more a consumer is satisfied with the transaction, the more he uses the product and is likely to be loyal to the brand. Thus, as consumer transaction-Specific satisfaction is higher for purchases during seasonal sales or outlet sales than without these offers, it allows indirectly brands to build consumer loyalty.