The role of price-matching characteristics in influencing store loyalty
The role of price-matching characteristics in influencing store loyalty
复制标题
价格匹配特征在影响商店忠诚度中的作用
DOI：
10.1016/j.jbusres.2005.10.001
复制
发表时间：
2006
期刊：
影响因子：
--
通讯作者：
Monika Kukar‐Kinney
中科院分区：
文献类型：
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作者：
Monika Kukar‐Kinney
本研究利用一个模拟的购物环境，考察了价格匹配策略的两个特征，即退款深度和政策范围，对消费者商店忠诚度的影响。调查结果表明，消费者的反应不同方面的退款深度和范围。退款范围对商店忠诚度有正向影响，其中对价格意识和怀疑型消费者的影响最强，而退款深度对消费者行为没有影响。进一步探讨了退款深度对商店忠诚度的影响，但没有发现深度效应。为了刺激商店忠诚度，建议零售商提供广泛范围的价格匹配政策。由于缺乏对商店忠诚度的影响，零售商应将退款深度限制在与较低的竞争价格相匹配，因为这将使他们能够最大限度地降低提供政策的零售成本，而不会对商店忠诚度产生负面影响。
Using a simulated shopping environment, the present research examines the effects of two characteristics of price-matching policies, the refund depth and the scope of the policy, on consumer store loyalty. The findings suggest that consumer responses differ with regards to the refund depth and scope. The refund scope positively affected store loyalty, with effects being the strongest for price conscious and skeptical consumers, while the refund depth exerted no influence on consumer behavior. The effects of refund depth were further explored using a scenario-based manipulation, but no depth effects on store loyalty were found. To stimulate store loyalty, retailers are advised to offer price-matching policies with wide scopes. Due to the lack of effects on store loyalty, the retailers should keep the refund depth restricted to matching the lower competitive price, as this would allow them to minimize the retail cost of offering the policy without negatively affecting store loyalty.