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Customer segmentation based on store equity: What explains customer store preference?

Author

Listed:
  • Irene Gil Saura

    (Universitat de València)

  • Gloria Berenguer-Contrí

    (Universitat de València)

  • María Eugenia Ruiz Molina

    (Universitat de València)

  • Géraldine Michel

    (Université Paris I Panthéon-Sorbonne)

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.

Suggested Citation

  • Irene Gil Saura & Gloria Berenguer-Contrí & María Eugenia Ruiz Molina & Géraldine Michel, 2017. "Customer segmentation based on store equity: What explains customer store preference?," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 546-561, November.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:6:d:10.1057_s41262-017-0049-1
    DOI: 10.1057/s41262-017-0049-1
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    References listed on IDEAS

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    Cited by:

    1. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2019. "Effects of value and innovation on brand equity in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 658-674, November.
    2. Yuya Ieiri & Kaishu Yamaki & Reiko Hishiyama, 2024. "Community-based management for low-digitalized communities using cross-cutting purchasing behavior," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
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    4. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.

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