Retail Patronage: A Well-Known but Undefined Construct: An Abstract
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Proceedings from the 24th World Marketing Confress of the Academy of Marketing Science
Due to the rising competition nowadays, companies strive for the attention and ?love? of their customers (Lemon & Verhoef, 2016; Mintel, 2022). Establishing and maintaining a close relationship with customers to convert them into ?patrons? still represents a key strategic aim of many firms (Hogreve et al., 2017; Zeithaml, 2000). The impact of factors having an effect on retail patronage like store atmosphere, location and store management are examined on outcomes like store satisfaction, word of mouth or repurchase intention (Blut et al., 2018; Pan & Zinkhan, 2006). The probability of selling to an existing customer is nearly about 70%, whereas the probability for new clients is approximately only between 5% and 10% (Griffin & Herres, 2002). In addition, regular customers account for around 70% of revenues, although they only make up just under 30% of the buyer base (Horizont, 2019).
The authors conducted a systematic literature review in order to identify existing definitions and conceptualizations of the construct. Second, the first scale development was carried out by the means of a qualitative research (semi-structured interviews, n=78) and third, the researchers conducted a bibliometric co-citation analysis by using Bibliometrix (n=280).
The current work emphasizes an in-depth understanding and exploration of the construct retail patronage (Contribution 1) and delimitate the construct from similar (existing) constructs, which serves as indication for discriminant validity during a scale development process (Contribution 2). The research underpins the need for the development of a measurement scale of the construct retail patronage (Contribution 3). The research gives and will give an overview about the reveal bibliometric structures and intellectual foundations of research themes (Contribution 4) and the operationalisation of the construct will be based on experts? point of view (Contribution 5).