The Influence of Retailer Reputation on Store Patronage

Author(s)

Wei-Ming Ou, Far East College
Russell Abratt, Nova Southeastern UniversityFollow
Paul Dion, Susquehanna University

Document Type

Article

Publication Title

Journal of Retailing and Consumer Services

ISSN

0969-6989

Publication Date

5-2006

Abstract/Excerpt

Retailer reputation is an important factor that influences consumer's store patronage. A survey was conducted among 356 grocery store shoppers to study the effects of retailer reputation on their store choice patterns. A Structural Equation Modeling approach was used. Results show that retailer reputation has an effect on purchase frequency, travel time and expenditure levels only when its influence was moderated by demographic variables. This suggests that the mode of influence on the dependent variables is more complex than the literature suggests. Retailers must think of their reputation within specific target markets, as the payoff in terms of shopping expenditure differs per target group. We discuss implications for retailing research and practice.

DOI

10.1016/j.jretconser.2005.08.014

Volume

13

Issue

3

First Page

221

Last Page

230

NSUWorks Citation

Ou, Wei-Ming; Abratt, Russell; and Dion, Paul, "The Influence of Retailer Reputation on Store Patronage" (2006). HCBE Faculty Articles. 960.
https://nsuworks.nova.edu/hcbe_facarticles/960