Factors Affecting Childrens Store Loyalty: An Empirical Examination Of Two Store Types

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Laura A. Williams
Alvin C. Burns

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Abstract

This research is an empirical examination of the factors that affect children’s store loyalty.  Specifically, the effects of impersonal communication, interpersonal communication, experience, and perceptions of affective and functional qualities of store image are examined as to how they impact children’s store loyalty. Results suggest that prior experience and impersonal communications are important in the formation of a child’s perception of a store’s image.  In turn, the child’s perception of the affective and functional qualities of a store’s image are fundamental to a child’s store loyalty. These findings were supported for both a mass-merchandise discount store and a specialty store.  Managerial implications for retailers interested in building store loyalty with children are discussed.

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