haku: @author Tigert, D. / yhteensä: 4
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| Tekijä: | Seiders, K. Tigert, D. |
| Otsikko: | Impact of market entry and competitive structure on store switching/store loyalty |
| Lehti: | International Review of Retail, Distribution and Consumer Research
1997 : JUL, VOL. 15:3, p. 227-247 |
| Asiasana: | RETAILING STRATEGY MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Managerial interest in building store loyalty has increased. Research addressing consumer store switching behaviour is limited, however, and the need for new knowledge is considerable. This exploratory field study uses data collected in four markets under varying competitive conditions to investigate consumer response to market entry of new retail chains. Results suggest that the size of the switcher segment is a function of the degree of differentiation, number of new competitors and variety of strategies brought to the market on critical store dimensions. |
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