eva‎luating the Relationship Between Shopping Mission and Loyalty in Retail Industry: Case Study of a Chain Store

10/22/2023 12:00:00 AM

Customer loyalty has been among the most important issues in the marketing literature over the past three decades due to its crucial role in firms' long-term profitability. Extensive research has been conducted in order to recognize the antecedents of loyalty, especially on the relationship between loyalty and satisfaction. Having said that, the association between shopping goals and loyalty has been neglected in this respect. On the other hand, a new method for classification of customers' shopping goals based on the realization of shopping missions through affiliation of product categories observed in the shopping baskets has been recently introduced to the marketing analytics literature. Despite its potentiality, this method has not been exploited well in other areas of marketing research yet. Therefore, in this research, customers' shopping goals have been recognized in Iran's largest retailer using this method and the association between shopping goals and the satisfaction-loyalty relationship has been investigated then. The results show that shopping goal can exert an indirect influence on purchase loyalty through the mediating role of customers' transactional satisfaction. The findings can open a new window into the understanding of loyalty and can assist marketing experts with formulating loyalty strategies.

وفاداري , ماموريت خريد , رضايت مشتري , خرده‌فروشي , داده‌كاوي

loyalty , Shopping Mission , Customer satisfaction , Retail , data-mining

Sepand Poor Azar

Dr. Jafari