Customer Segmentation Based on Store Equity: What Explains Customer Store Preference?

16 Pages Posted: 17 May 2018

See all articles by Irene Gil Saura

Irene Gil Saura

University of Valencia

Gloria Berenguer-Contrí

University of Valencia

Maria Eugenia Ruiz Molina

University of Valencia - Faculty of Economics

Géraldine Michel

Université Paris I Panthéon-Sorbonne

Date Written: May 2017

Abstract

Extant literature on brand equity in the context of the retail store is limited. This paper responds to calls for more research in this area by examining, though a quantitative design, shoppers’ perceptions of store equity, loyalty and satisfaction. Responses from 300 Spanish shoppers, in three retail contexts, were captured. Findings of CHAID analysis identify three distinct segments of shoppers. This research contributes to identifying perceived value and store image as the most relevant factors for differentiating retail customers in terms of their store equity perceptions. For theorists, this study presents a better explanation of store choice by segmenting shoppers based on perceived store equity. Management implications include the need to develop economic, functional, emotional and symbolic value propositions in view of the influence of perceived value and image on store equity creation and, ultimately, satisfaction and loyalty.

Keywords: Retail brand equity, Segmentation, CHAID, Store image, Perceived value

Suggested Citation

Gil Saura, Irene and Berenguer-Contrí, Gloria and Ruiz Molina, Maria Eugenia and Michel, Géraldine, Customer Segmentation Based on Store Equity: What Explains Customer Store Preference? (May 2017). Journal of Brand Management, Vol. 24, Issue 6, 2017. Available at SSRN: https://ssrn.com/abstract=3180065 or http://dx.doi.org/10.1057/s41262-017-0049-1

Irene Gil Saura (Contact Author)

University of Valencia

Avda. de los Naranjos s/n
Valencia, Valencia E-46022
Spain

Gloria Berenguer-Contrí

University of Valencia

Avda. de los Naranjos s/n
Valencia, Valencia E-46022
Spain

Maria Eugenia Ruiz Molina

University of Valencia - Faculty of Economics ( email )

Valencia, E-46022
Spain

Géraldine Michel

Université Paris I Panthéon-Sorbonne ( email )

17, rue de la Sorbonne
Paris, IL 75005
France

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