Polygamous Store Loyalties: An Empirical Investigation

Zhang, Q and Gangwar, M and Seetharaman, P B (2017) Polygamous Store Loyalties: An Empirical Investigation. Journal of Retailing, 93 (4). 477 - 492.

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Abstract

Grocery store loyalty has been traditionally viewed as a trait of consumers toward a particular store for their overall shopping needs. In this study, we argue that store loyalty shall be regarded as category specific trait, that is, a consumer could be loyal to store A in category one while at the same time be loyal to store B in category two. We name this consumer behavior polygamous store loyalties. We use an in-home scanning panel dataset that tracks purchases of 1,321 households in 284 grocery categories across fourteen retail chains over a 53-week period in a large US market. First, we provide model free evidence of polygamous store loyalties in the data, even though the overall store loyalty based on the traditional view is low. Next, we propose a model to separate category specific effects from overall store level effects. Finally, we discuss how retailers can use the results to gain a new perspective on store attractiveness to improve overall store patronage.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Gangwar, Mhttps://orcid.org/0000-0003-0661-5922
Item Type: Article
Uncontrolled Keywords: Store loyalty, Polygamous store loyalties, Store attractiveness, Store-category attractiveness, Multi-category analysis
Subjects: Business and Management
Marketing
Depositing User: Veeramani R
Date Deposited: 15 Feb 2018 09:38
Last Modified: 12 Apr 2019 06:47
URI: http://eprints.exchange.isb.edu/id/eprint/557
Publisher URL: https://doi.org/10.1016/j.jretai.2017.09.001
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0022-4359/
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