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| 題 名 | Shopping Atmospherics and Mediating Variables' Role in Shaping Shopper's Loyalty towards an Apparel Store in Modern Trade |
|---|---|
| 作 者 | Kapil, Kanwal; | 書刊名 | Academy of Taiwan Business Management Review |
| 卷 期 | 4:3 2008.12[民97.12] |
| 頁 次 | 頁77-89 |
| 分類號 | 496.34 |
| 關鍵詞 | |
| 語 文 | 英文(English) |
| 英文摘要 | Store atmospherics play an important role in shaping favorable shopping experiences. Shopping experiences involve more than consumer acquisition of goods. They also involve seemingly tangential experiences to acquisition of goods resulting from the broadly defined shopping environment, such as an elaborate store design, educational events, recreation, and entertainment. Change in customers' focus from just buying to broad shopping (buying, entertainment and experience) has led to a pick-up in momentum in organized formats of retailing. Organized retailing is gaining moment everywhere which has intensified the competition not only between the brands but various store formats as well. Retailers have to invest in vehicles which can enhance the customer loyalty. It has been an established fact that cost of customer creation is always more than the cost of customer retention. An organization incapable of having loyal customer base becomes like an unsustainable leaking bucket. This paper tries to identify the role of various mediating factors between store atmospherics and shopper’s loyalty for an apparel store brand. A total of 276 respondents were administered a structured questionnaire which was developed after literature review and pilot testing. The results reveal that in order to build a strong store brand and loyal set of customers the marketer’s emphasis should be on augmenting the shopping experience rather than solely depending upon traditional vehicles such as advertising. |
本系統中英文摘要資訊取自各篇刊載內容。