Kristy E. Reynolds

Hedonic shopping motivations

Abstract Given the increasing importance of entertainment as a retailing strategy, this study identifies a comprehensive inventory of consumers’ hedonic shopping motivations. Based on exploratory qualitative and quantitative studies, a six-factor scale is developed that consists of adventure, gratification, role, value, social, and idea shopping motivations. Using the six-factor hedonic shopping motivation profiles, a cluster analysis of adult consumers reveals five shopper segments, called here the Minimalists, the Gatherers, the Providers, the Enthusiasts, and the Traditionalists. The utility of the proposed scale is discussed both for future research and retail strategy.

UNDERSTANDING THE CUSTOMER BASE OF SERVICE PROVIDERS: AN EXAMINATION OF THE DIFFERENCES BETWEEN SWITCHERS AND STAYERS

Creating and maintaining customer loyalty has become a strategic mandate in todays service markets. Recent research suggests that customers differ in their value to a firm, and therefore customer retention and loyalty-building efforts should not necessarily be targeted to all customers of a firm. Given these sentiments, it is becoming increasingly necessary for firms to have a thorough understanding of their customer base. Yet current knowledge is limited in providing insights to firms regarding the differences within their customer base. This research comprises two studies in which the authors examine the differences among internal customer groups in a service industry. As theory suggests and as is empirically validated here, customers who have switched service providers because of dissatisfaction seem to differ significantly from other customer groups in their satisfaction and loyalty behaviors. The findings offer some interesting implications for both marketing theory and practice.

Customer benefits and company consequences of customer-salesperson relationships in retailing

Building customer relationships is a top priority in many firms. This study examines the benefits customers receive from relationships with clothing/accessories salespeople. We found that relationship benefits are positively associated with satisfaction, loyalty, word of mouth and purchases. Implications and directions for future research are given based on these findings.

Customer-sales associate retail relationships

Abstract We examine one-on-one relationships between customers and sales associates, which we refer to as relationship selling to differentiate it from relationship marketing, using a qualitative research approach. We conducted observations of and interviews with a successful group of retail sales associates and a set of their “call customers.” Based on our data, a relationship formation/enhancement model emerged, which focused on: (1) commitment and orientation to customer service by top management and employees, as well as a desire for a relationship by the customer; (2) augmented personal service and team playing by employees; (3) repeat customer-employee interactions based on trust, friendship, and functionality; and (4) development of customer loyalty to the sales associate and firm, and employee reinforcement and loyalty to the company and customer.

The Positive and Negative Effects of Switching Costs on Relational Outcomes

Research increasingly suggests the importance of switching costs in customer retention strategies. However, research on the downstream effects of different types of switching costs is lacking. This study seeks to address this issue by proposing and testing a framework for examining the alternative routes through which different types of switching costs (i.e., procedural, social, and lost benefits) operate in affecting relational outcomes. Consistent with our hypotheses, social switching costs, and lost benefits costs appear to bolster affective commitment, which subsequently increases positive emotions and repurchase intentions and decreases negative word of mouth. Furthermore, and again consistent with our hypotheses, procedural switching costs appear to bolster calculative commitment, which subsequently increases repurchase intentions in some instances but also increases negative emotions and negative word of mouth. Overall, this studys findings suggest that service firms should use caution when utilizing procedural switching costs as a retention strategy.

A Relationship Customer Typology

Abstract Focusing on retail clothing salesperson-customer relationships, we develop a relationship customer typology based on specific consumer characteristics related to the maintenance of these relationships. We then profile the different relationship customer types in terms of demographics and also important retail consequences–satisfaction, loyalty, purchases, word of mouth, and relationship benefits valued. Implications and recommendations for retailers are discussed.

Customer Loyalty to the Salesperson and the Store: Examining Relationship Customers in an Upscale Retail Context

Only recently has research interest in relationship marketing and customer loyalty converged in the retail context. Although this research shows that relationship customers maintain their primary loyalty to the salesperson, which then “spills over” and affects loyalty to the store, other research suggests that salesperson loyalty has direct effects on store-level outcomes, such as spending and word of mouth. However, this has not been comprehensively investigated, and relationship researchers have specifically called for research examining the effects of salesperson and store loyalty on store-level outcomes. Our research addresses this call, and shows that in an upscale retail context a relationship customers loyalty to the salesperson is significantly related to store loyalty as well as the important store-level outcomes of share of purchases, word of mouth and competitive resistance.

Why Customers Feel Locked Into Relationships: Using Qualitative Research to Uncover The Lock-in Factors

This research explores the lock-in phenomena in service relationships, using qualitative research to uncover the factors keeping customers in service relationships. We conducted 22 in-depth interviews, with 44 service relationships discussed. Four broad categories of service relationship lock-in factors emerge from the interviews, with 14 specific subcategories. The four broad categories of lock-in factors are relational benefits of staying, switching barriers, obligatory factors, and personality factors. All the categories appear across both positive and negative relationships, although interesting differences in category prevalence between positive and negative relationships are insightful and discussed. In the majority of service relationships, participants mention multiple factors in regard to lock-in, rather than just one factor or category. Researchers in marketing have paid little attention to obligatory factors and personality factors and yet these factors are present in the data in a substantial way and occur in conjunction with the more well-studied factors.

Measuring Consumer Devotion: Antecedents and Consequences of Passionate Consumer Behavior

This paper conceptualizes and defines consumer devotion as a state of passionate dedication to a product, brand, or experience through which the consumer in part defines him- or herself. Initial studies find commonalities among devotees that begin to describe their behavior and affect. These commonalities or themes include participation, expertise, evangelism, possession attachment, socializing, family influence, and lack of guilt. Next a model of consumer devotion is developed, tested, and validated. Results indicate that consumer devotion is preceded by socializing in the context and family influence. Consumer devotion is then positively associated with participation in activities, expertise, and evangelizing.

The influence of regulatory focus on global consumption orientation and preference for global versus local consumer culture positioning

Firms increasingly employ global and local consumer culture positioning strategies (GCCP/LCCP), but understanding of the drivers that underlie consumer responses to such strategies is limited, leaving firms with little guidance on when to choose one strategy over another. To shed light on consumer preference for GCCP versus LCCP, the authors examine the effects of regulatory focus (promotion and prevention orientation) and global consumption orientation (GCO) on preference for GCCP/LCCP. They report the results of three studies: the first is based on a survey with samples drawn from the United States and China, and the second and third are behavioral designs manipulating situational promotion and prevention regulatory focus. The findings suggest that promotion focus is positively related to GCO and prevention focus is negatively related to GCO. Furthermore, the authors find that GCO is positively related to a preference for GCCP. Thus, this research offers a unique perspective by introducing regulatory focus to the GCCP literature, identifying GCO as an important mediator, and demonstrating that regulatory focus can be situationally activated.