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Papel del Formato Comercial en la Lealtad al Establecimiento Minorista

En entornos altamente competitivos como los minoristas, caracterizados por una creciente heterogeneidad de la demanda y por la proliferaci¢n de nuevas formas comerciales, cada vez son m s comunes los comportamientos de compra cruzada entre establecimientos. Esto convierte la fidelizaci¢n de los clientes en un desaf¡o estrat‚gico clave para los operadores minoristas en la consolidaci¢n de su posici¢n en el mercado. Con el objeto de comprender mejor esta realidad, se establece un marco te¢rico explicativo de los distintos perfiles de lealtad al establecimiento minorista por parte de los consumidores. M s espec¡ficamente se analiza el papel de los formatos comerciales en la estructura de lealtad observable en el mercado. Mediante un an lisis emp¡rico sobre los patrones de gasto en alimentaci¢n de una muestra de 580 hogares espa¤oles se evidencia que, aunque los consumidores regularmente simultanean compras en distintos formatos comerciales, concretamente el supermercado, el descuento y el hipermercado, exhiben una alta lealtad comportamental hacia una £nica ense¤a dentro de cada tipo de formato seleccionado. El patr¢n observado pone de manifiesto que los formatos comerciales definen perfiles diferenciados de establecimiento afines a los beneficios buscados en distintas situaciones de compra.

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Paper provided by Interuniversity Research Master and Doctorate Program (with a quality mention of ANECA) on "Business Economics", Universities of Valladolid, Burgos, Salamanca and León (Spain). Until 2008, Interuniversity Doctorate Program (with a quality mention of ANECA) “New trends in Business Administration”, Universities of Valladolid, Burgos, and Salamanca (Spain). Master en Investigación y Programa de Doctorado Interuniversitarios (con mención de calidad de la ANECA) en "Economía de la Empresa", Universidades de Valladolid, Burgos, Salamanca y León (España). Hasta 2008, Programa de Doctorado Interuniversitario (con mención de calidad de la ANECA) “Nuevas Tendencias en Dirección de Empresas”, Universidades de Valladolid, Burgos y Salamanca (España). in its series Working Papers "New Trends on Business Administration". Documentos de Trabajo "Nuevas Tendencias en Dirección de Empresas". with number 2005-12.

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Length: 24 pages
Date of creation: Dec 2005
Date of revision:
Publication status: Published in Informaci¢n Comercial Espa¤ola, ICE, Revista de Econom¡a, no. 828, 2006, pages 269-288.
Handle: RePEc:ntd:wpaper:2005-12
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