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Retaining customers with shopping convenience - educator slides

Sabine Benoit
Sabine Benoit
Sabine BenoitProfessor for Marketing at University of Surrey

These are educator slides summarising following publication: Moeller, S./Fassnacht, M./Ettinger, A. (2009), Retaining Customers with Shopping Convenience, Journal of Relationship Marketing, 8 (4), 313-329. Our empirical research investigates the impact of dimensions of shopping convenience (decision, access, search, transaction, and after-sales convenience) on customer retention, including customer behavioral loyalty (shares of wallet and visits) and attitudinal loyalty (exit intention). Our findings show that for utilitarian shopping, behavioral and attitudinal loyalty are partly affected by different dimensions. Decision and access convenience, dimensions that come into play prior to the purchase, are most important for share of visits and share of wallet. Apart from decision convenience, exit intention is very much affected by transaction convenience, which is an in-store dimension. Furthermore, comparing our results with results of hedonic shopping purposes shows that major differences exist.

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SHOPPING CONVENIENCE
Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers
with Shopping Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329.
https://doi.org/10.1080/15332660903344644
ABOUT THE STUDY
SHOPPING
CONVENIENCE
UTILITARIAN
SHOPPING
customer’s perceived degree
of avoidance of time and
effort associated with the
entire shopping process
or task-oriented shopping,
one shops out of necessity to
obtain products/services.
Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping
Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644
PURPOSE
Our research aims to investigate the impact of dimensions of
shopping convenience (decision, access, search, transaction,
and after-sales convenience) on customer retention as
conceptualized by SOW, SOV, and exit intention.
DIMENSIONS OF SHOPPING CONVENIENCE
BEFORE PURCHASE AFTER PURCHASEDURING PURCHASE PROCESS
DECISION
CONVENIENCE
availability and quality of
information about the
retailer and its competitors
ACCESS
CONVENIENCE
SEARCH
CONVENIENCE
TRANSACTION
CONVENIENCE
AFTER-SALES
CONVENIENCE
retailer’s physical location,
parking availability, and
operating hours
efficient store layouts, appropriate
and efficient in-store signage, and
customer oriented information
available inside the store
ease and speed of finding
the cashier area and
moving through it
service recovery, such as return
of merchandise, customer
complaints, or honoring
of a guarantee
BEHAVIORAL LOYALTY ATTITUDINAL LOYALTY
SHARE OF WALLET (SOW)
measures the proportion of the
household’s total grocery
purchases at the focal retailer
SHARE OF VISITS (SOV)
measures the proportion of the
household’s total grocery
visits at the focal retailer
EXIT INTENTION
likeliness of leaving the
relationship with the retailer
Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping
Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644
RESULTS OF THE STUDY
DIMENSIONS OF SHOPPING CONVENIENCE SOW SOV EXIT INTENTION
Strong Positive Impact
Small Positive Impact
Strong Negative Impact
Small Negative Impact
DECISION CONVENIENCE
ACCESS CONVENIENCE
SEARCH CONVENIENCE
TRANSACTION CONVENIENCE
AFTER-SALES CONVENIENCE
no significant
impact
no significant
impact
no significant
impact
Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping
Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644
IMPLICATIONS
Shopping convenience
is a promising alternative
for helping retailers to
retain customers.
Convenience shields the
customer from a potentially
negative perception of time
and effort while shopping.
In utilitarian shopping, the core service of
a retailer is the most important aspect and
cannot be mitigated by additional services.
Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping
Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644
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Retaining customers with shopping convenience - educator slides

  • 1. SHOPPING CONVENIENCE Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644
  • 2. ABOUT THE STUDY SHOPPING CONVENIENCE UTILITARIAN SHOPPING customer’s perceived degree of avoidance of time and effort associated with the entire shopping process or task-oriented shopping, one shops out of necessity to obtain products/services. Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644 PURPOSE Our research aims to investigate the impact of dimensions of shopping convenience (decision, access, search, transaction, and after-sales convenience) on customer retention as conceptualized by SOW, SOV, and exit intention.
  • 3. DIMENSIONS OF SHOPPING CONVENIENCE BEFORE PURCHASE AFTER PURCHASEDURING PURCHASE PROCESS DECISION CONVENIENCE availability and quality of information about the retailer and its competitors ACCESS CONVENIENCE SEARCH CONVENIENCE TRANSACTION CONVENIENCE AFTER-SALES CONVENIENCE retailer’s physical location, parking availability, and operating hours efficient store layouts, appropriate and efficient in-store signage, and customer oriented information available inside the store ease and speed of finding the cashier area and moving through it service recovery, such as return of merchandise, customer complaints, or honoring of a guarantee BEHAVIORAL LOYALTY ATTITUDINAL LOYALTY SHARE OF WALLET (SOW) measures the proportion of the household’s total grocery purchases at the focal retailer SHARE OF VISITS (SOV) measures the proportion of the household’s total grocery visits at the focal retailer EXIT INTENTION likeliness of leaving the relationship with the retailer Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644
  • 4. RESULTS OF THE STUDY DIMENSIONS OF SHOPPING CONVENIENCE SOW SOV EXIT INTENTION Strong Positive Impact Small Positive Impact Strong Negative Impact Small Negative Impact DECISION CONVENIENCE ACCESS CONVENIENCE SEARCH CONVENIENCE TRANSACTION CONVENIENCE AFTER-SALES CONVENIENCE no significant impact no significant impact no significant impact Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644
  • 5. IMPLICATIONS Shopping convenience is a promising alternative for helping retailers to retain customers. Convenience shields the customer from a potentially negative perception of time and effort while shopping. In utilitarian shopping, the core service of a retailer is the most important aspect and cannot be mitigated by additional services. Read the entire article: Sabine Moeller (now Benoit), Martin Fassnacht, Andreas Ettinger, (2009): "Retaining Customers with Shopping Convenience", Journal of Relationship Marketing, Vol. 8 Issue: 4, pp.313-329. https://doi.org/10.1080/15332660903344644