Store attribute beliefs as a tool for gaining customer share

Authors: Wann-Yih Wu; Hsiao-Yun Lu; Ya-Ting Hung; Feng-Hsiung Hou

Journal: Chia Da Management Review. Dec. 2011, 31(2): 127-161.

Keywords: Atmospheric responsiveness;Customer share;Store attribute beliefs;Shopping orientation

Abstract:
In today's competitive environment, marketers have to pursue a variety of specialized strategies to succeed, and in this context ”customer share of wallet” (also known as customer share) has become an important indicator for marketers. In this study we examine what factors have an influence on customer share. Although there have been many studies discussing this topic, their findings have not yet been integrated. Therefore, in this study we adopt a new perspective in this study to discuss customer share, and several conclusions are obtained, as follows: (1) Store attribute beliefs have an influence on customer share through shopping value and shopping satisfaction. That is, if consumers have more positive store attribute beliefs, then higher customer share will occur. (2) Consumers who have higher atmospheric responsiveness will perceive more shopping benefits and value during their shopping trips than otherwise. (3) Economic shoppers have lower customer share than other shoppers, even though they have high shopping satisfaction. In addition, economic shoppers tend to find the most financially beneficial store to shop in, and thus they often change the stores they patronize. (4) Recreational shopping orientation can strengthen the relationship between shopping satisfaction and customer share.