Marketingerfolgsfaktoren im Facheinzelhandel

Kalka, Regine

doi:10.1007/978-3-663-08726-7

Cited by 4 publications

(1 citation statement)

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“…Consequently, these developments in the retail sector illustrate how important customers and customer loyalty are for a department store today. A positive store image is, for example, a prerequisite for a longer customer stay and for more shopping, which in turn might lead to more sales and greater profit (Kalka, 1996). As a result, the question arises as to how fashion stores can increase their customer loyalty in practical terms.…”

Section: Introduction and Research Objectivesmentioning

confidence: 99%

Customer Loyalty-Related Marketing Measures in Fashion Markets

Möslein-Tröppner¹,

Stros²,

Říha³

2020

CEBR

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The textile industry has been massively affected by structural changes in recent years. The fashion market is currently in a phase of stagnation. This means that market saturation has been reached, competition between companies and retailers has increased, and predatory competition has set in. Gains in market share are mainly achieved through an aggressive pricing policy, for example, through earlier price reductions. Nonetheless, there are still uncertainties regarding specific product mix-related marketing measures in fashion markets. There is a lack of scientific evidence about the exact proportion of product mixrelated marketing measures used. As an aim, this study focuses on the effects of various influencing factors on consumer loyalty. Factors examined include product quality, product selection, service quality and price-to-performance ratio. To investigate the proportion of the chosen marketing measures, a conceptual model was proposed, four hypotheses were derived. In order to shed more light on fashion markets related marketing measures, the research methodology of cross-sectional face-to-face survey research was applied. For this purpose, randomly sampled fashion shoppers were asked to answer a questionnaire, using tablets. The collected data were then analysed using multiple regression and evaluated. Implications for Central European audience: The study has derived some remarkable key findings that contrast with other non-fashion markets. First of all, service quality is not the most important factor, whereas product quality is an important criterion for the price-toproduct ratio and consequently, for customer loyalty. Finally, practical guidelines are provided, limitations discussed and suggestions for future research provided.

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Section: Introduction and Research Objectivesmentioning

confidence: 99%