The in-store shopping experience: A comparative study of supermarket and clothing store customers
Various developments continually pressurise retailers to find new and innovative ways to differentiate themselves from competitors and adapt to ever-changing and accelerating environmental circumstances. Positioning based on customers' in-store shopping experience (ISE) offers retailers an alternative means of differentiation and is achieved by providing a superior in-store shopping experience. The ISE instrument that has been developed to measure customers' in store shopping experience is used in this study to compare the in-store shopping experiences of customers of two diverse retailing environments (supermarkets versus clothing retailers) by assessing its impact on customer retention. A proposition is formulated and the findings reported. The implications of ISE and customer retention for retail managers are also dealt with.
Year of publication: |
2004
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Authors: | Terblanche, N. S. ; Boshoff, C. |
Published in: |
South African Journal of Business Management. - Cape Town : African Online Scientific Information Systems (AOSIS), ISSN 2078-5976. - Vol. 35.2004, 4, p. 1-10
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Publisher: |
Cape Town : African Online Scientific Information Systems (AOSIS) |
Saved in:
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