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| Author: | East, R. Hammond, K. Harris, P. Lomax, W. |
| Title: | First-store loyalty and retention |
| Journal: | Journal of Marketing Management
2000 : MAY, VOL. 16:4, p. 307-325 |
| Index terms: | Consumer behaviour Customer relations Loyalty Shopping |
| Language: | eng |
| Abstract: | Stores prosper when customers give them a high share of their spending (share loyalty) and retain them over long periods (retention). This paper investigates share loyalty by measuring the percentage of the customer's spending in their first store. It is found that first-store loyalty and retention are positively related but have only two correlates, brand loyalty and attitude to the store, in common. Store loyalty is explained as the outcome of several customer processes. |
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