Title: An empirical study on the influence of clearance sales shopping characteristics on store satisfaction and loyalty

Authors: M. Hemalatha; A.G.V. Narayanan; P. Sridevi; G.S.D.S. Jayakumar

Addresses: MAM College of Engineering, Trichy 621 105, Tamil Nadu, India ' Faculty of Management, EBET Group of Institutions, Nathakadaiyur, Tirupur 638 108, Tamil Nadu, India ' Department of Management Studies, National Institute of Technology, Trichy 620 015, Tamil Nadu, India ' Jamal Institute of Management, Jamal Mohamed College, Trichy, Tamil Nadu, India

Abstract: In this paper, we have empirically examined the influence of shopping characteristics of the clearance sales shoppers on store satisfaction and loyalty. The Aadi clearance sales event celebrated in Tamil Nadu, India, is selected for this study, and a total of 664 respondents were surveyed during Aadi clearance sales event. We have studied the impact of eleven shopping characteristics to predict store satisfaction and loyalty. The multi-variate analysis of covariance procedure is utilised to group the relationships with multiple-dependent variables. The analysis result of the clearance sales shopping characteristics depicts that both store satisfaction and store loyalty simultaneously depend on the shopping characteristics such as wallet share, shopping companion, shopping day, shopping time, multi-shop behaviour, number of shops visited, shopping hours, shopping trips, shopping list carried and planned quantity purchased. To increase clearance sales store satisfaction and loyalty, the retail managers can concentrate more on these shopping characteristics while designing a retail strategy. Implications for the store managers and future research are also provided.

Keywords: clearance sales; shopping characteristics; store satisfaction; store loyalty; retail management; consumer behaviour.

DOI: 10.1504/IJICBM.2013.052001

International Journal of Indian Culture and Business Management, 2013 Vol.6 No.2, pp.207 - 226

Published online: 30 Nov 2013 *

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