Market segmentation and dimensions of store equity: a study in retail construction

Authors

DOI:

https://doi.org/10.5902/1983465921499

Keywords:

Brand Equity, Store Equity, Retail, Building and Construction

Abstract

This study has its bases on the concept of store equity developed by Hartman and Spiro (2005) and in the empirical model of Teixeira, Oliveira and Pires (2006), which identifies four dimensions: loyalty, memory, quality and image. The objective was to apply and test the dimensions of the model in four distinct retail brands of the building and construction segment of São Paulo, compare their store equity and segment the consumers. In each store (160 total), forty interviews were conducted. By exploratory factor analysis, it was possible to observe five dimensions related to the store equity construct:  loyalty, store image, customer satisfaction, and customer care and service conformity. Through cluster analysis, respondents were classified into three different groups of consumers according to the five dimensions identified and received the categories of Unprepared, Demanding and Accustomed. Theoretical and managerial implications reinforce the possibility of applying the store equity as a customer segmentation variable in the construction retail segment.

Downloads

Download data is not yet available.

Author Biographies

Juliana Cristina Fornabaio Florêncio, Universidade de São Paulo, Piracicaba, SP

Graduação em Ciências Econômicas pela Universidade de São Paulo

Eduardo Eugênio Spers, Universidade de São Paulo, Piracicaba, SP

Professor do Programa de Mestrado e Doutorado em Gestão Internacional (PMDGI) na Escola Superior de Propaganda e Marketing (ESPM) e professor associado na Universidade de São Paulo, campus ESALQ, Departamento de Economia, Administração e Sociologia.

Hermes Moretti Ribeiro da Silva, Universidade de São Paulo, Piracicaba, SP

Professor e Pesquisador da Universidade de São Paulo, campus ESALQ, Departamento de Economia, Administração e Sociologia.

Nadia Kassouf Pizzinatto, Universidade Metodista de Piracicaba, Piracicaba, SP

Professora de Programa de Pós Graduação em Administração (PPGA), Faculdade de Gestão e Negócios, Universidade Metodista de Piracicaba (UNIMEP)

References

AMA- American Marketing Association.www.ama.org; acesso em 20.11.2012

ANAMACO. Disponível em: <http://novo.anamaco.com.br/noticia-interna.aspx?uid=3743>. Acesso em: 8 jun. 2014.

ANDERSON, E. W.; SULLIVAN, V. W. The antecedents and consequences of customer satisfaction for firms. Marketing Science, Hanover, v. 12, n. 2, 1993.

BLOEMER, J.; RUYTER, K. On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, Bingley, v. 32, n.5/6, p. 499-513, 1998.

CAPUTO, É. S., MACEDO, M. Á. S.; NOGUEIRA, H. G. P. Avaliação de Marcas: uma aplicação ao caso Bombril. RAE – Revista de Administração de Empresas, v. 7, Jul/Dez. 2008.

CHOWDHURY, J.; REARDON, J.; SRIVASTAVA, R. Alternative modes of measuring store image: an empirical assessment of structured versus unstructured measures. Journal of Marketing Theory and Practice, v.6, n. 2, p. 74-75, 1998.

CHURCHILL, G. A.; SUPRENANT, C. An investigation into the determinants of customer satisfaction. Journal of Marketing Research, v. 19, p. 491-504, 1982.

DABHOLKAR, P.; THORPE D. I.; RENTZA, J. O. A measure of service quality for retail stores: scale development and validation. Journal of Academy of marketing science, Dordrecht, v. 24, n. 1, p.3-16, 1996.

ENIS, B. M.; PAUL, G. W. Store Loyalty as a Basis for Market Segmentation. Journal of Retailing, Oxford, v.46, n.3, 1970.

GAGLIANO, K. B.; HATHCOTE, J. Customer expectations and perceptions of service quality. The Journal of Services Marketing, v. 8, n. 1, p. 60 -70, 1994.

HAIR JR, J. F.; ANDERSON, R. E.; TATHAM, R. L.; BLACK, W. C. Análise Multivariada de Dados. 5. ed. Porto Alegre: Bookman, 2005.

HARTMAN, K, B.; SPIRO, R, L. Recapturing store image in costumer

based store equity: a construct conceptualizations. Journal of Business Research, Washington, v. 58, p.1 112-1 120, 2005.

HOMBURG, C.; HOYER, W., D.; FASSNACHT, M. Service orientations of a retailers business strategy: dimensions, antecedents and performance outcome. Journal of Marketing, v. 66, p. 86-101, 2002.

HUDDLESTON, P.; WHIPPLE, J.; VANAUKEN, A. Food store loyalty: Application of a consumer loyalty framework. Journal of Targeting, Measurement and Analysis for Marketing, Hampshire, v. 12, n. 3, 2004.

JAMES, D. L.; DURAND, R. M.; DREVES, R. A. The use of a multi-attribute attitude model in a store image study. Journal of Retailing, v. 52, n. 2, summer, p. 23-32, 1976.

JONES, T.; SASSER, W. Why Satisfied Customers Defect. Harvard Business Review. Vol. 73, nº 6, p. 88-99, 1995

KASULIS, J. J.; LUSCH, R. F. Validating. The Retail Store Image Concept.

Journal of the Academy of Marketing Science, v.9, n.4, p. 419-435, 1981.

KEAVENEY, S. M.; HUNT, K. A. Conceptualization and operationalization

of retail store image. A case of rival middle-level theories. Journal of Academy Marketing Science, v. 20, n.2, p. 165-176, 1992.

KELLER, K. L. Conceptualizing, measure and managing customer-based brand equity. Journal of Marketing, Chicago, v. 57, p. l-22, 1993.

KIM, W. G; KIM Hong-Bumm. Measuring customer-based restaurant brand equit. Investigating the relationship, between brand equity and firm's performance. Cornell Hotel and Restaurant Administration

Quarterly, Thousand Oaks, v. 45, n. 2, 2004.

LESSIG, P., V. Consumer store images and store loyalties. Journal of Marketing, October, p. 72-74, 1973.

LINDQUIST, J.D. Meaning of Image. Journal of Retailing, Oxford, v. 50, n. 4, 1974.

MACDONALD, E; SHARP, B. Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness. Marketing Bulletin, Palmerston North, NZ, v. 14, 2003.

MACKAY, M. M. Evaluation of brand equity measures: further empirical results. Journal of Product & Brand Management, v.10, n.1, p.38-51, 2001.

MALHOTRA, N. K. Pesquisa de marketing: uma orientação aplicada. 3. ed. Porto Alegre: Bookman, 2001.

MALHOTRA, N. K. Pesquisa de marketing. Uma orientação aplicada. 4. ed. Porto Alegre: Bookman, 2006. 720 p.

MANGOLD, W. G.; FAULDS, David. Service Quality in a retail channel. The Journal of Services Marketing, v. 7, n. 4, p. 4-11, 1993.

MARTENSON, R. Corporate brand image, satisfaction and store loyalty: a study of the store as a brand, store brands and manufacturer brands.

Internacional Journal of Retail & Distribution Management, v. 35, n. 7, p.

-555, 2007.

MARTINEAU, P. The personality of retail store. Harvard Business Review, v. 36, p. 47-55, 1958.

MIRANDA, M. J.; KÓNYA, L.; HAVRILA, I. Shopper’s satisfaction levels are not the only key to store loyalty. Marketing Intelligence & Planning, v. 23, n. 2, p. 220-232, 2006.

REIS, E. Estatística multivariada aplicada. Lisboa: Silabo, 1997.

OSMAN M. Z. A conceptual model of retail image influences on loyalty

patronage behavior. Journal of Retailing, Oxfordshire, v. 3, n. 2, p. 139-

, 1993.

PARASURAMAN, A. Z. V. A.; BERRY, L. L. Servqual: A multiple-item scale for measuring consumer perception of service quality. Journal of Retailing, v. 64, n. 1 p. 2-40, 1988.

PORTER, S. S.; CLAYCOMB, C. The influence of brand recognition on retail store image. Journal of Product & Brand Management, v. 6, n. 6, p. 373-387, 1997.

REYNOLDS, F.D.; DARDEN, W.R; MARTIN, W. Developing an image of store loyal customer.Journal of Retailing, Oxford, v.50, p.73-84, 1974/1975.

RUST, R. T.; ZEITHAML, Valarie A.; LEMON, Katherine N. O valor do cliente: o modelo que está reformulando a estratégia corporativa. Porto Alegre: Bookman, 2001.

SCHRÖDER, G., O., D., K., K., H.; KLEIJNEN, M., H., J.; COMMANDEER, H. The impact of quality on store loyalty: a contingency approach. Total Quality Management, v. 12, n. 3, p. 307-322, 2001.

SIRDESHMUKH, D; SINGH, J.; SABOL, B. Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, Chicago, Iss. 1, v. 66, p. 15-37, jan. 2002.

STEENKAMP, Jan-Benedict E., M.; WEDEL, M. Segmenting Retail Markets on Store Image using a Consumer-Based Methodology. Journal of Retailing, v. 67, n.3, p. 300, 1991.

STERN, B. Z. G. M.; JAJU, A. Marketing images: Construct definition, measurement issues, and theory development. Journal of Marketing Theory, Londres, v.1, n. 2, p. 201-224, 2001.

TAVARES, M. C. A força das marcas: como construir e manter marcas fortes. São Paulo: Harbra, 1998.

TAUBER, E. M. Brand leverage: strategy for growth in cost controlled world. Journal of Advertising Research, v. 28, p. 26-30, 1988.

TEIXEIRA, D. J.; OLIVEIRA, C. C. G.; PIRES, M. C. Store equity: testing a conceptual model in the retail marketing. In: International Conference on Recent Advances in Retailing and Services Science, 14, 2007, San

Francisco. Anais… San Francisco: EIRASS, 2007. p.16-35.

TEIXEIRA, D. J.; OLIVEIRA, C. C. G.; PIRES, M. C. Store equity: testando um modelo conceitual no varejo. In: DE ÂNGELO, Cláudio Felisoni;

SILVEIRA, José Augusto Giesbrecht (Org). Varejo Competitivo. 01 ed. São Paulo: Saint Paul Editora, v.11, p.73-96, 2006.

TRIOLA, M. F. Introdução à Estatística. 7. ed. Rio de Janeiro: LTC, 1999. 11 p.

WONG, A.; SOHAL A. Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of Services Marketing, Bingley, v.17, n.5, p.495-513, 2003.

YE, G.; VAN RAAIJ, F. W. Brand equity: extending brand awareness and liking with Signal Detection Theory. Journal of Marketing Communications, Oxfordshire, v.10, n.2, 2004.

YOO, B; DONTHU, N; LEE, S. An examination of selected marketing mix elements and brand equity. Academy of Marketing Science Journal, Dordrecht, v. 28, n.2, Spring. ABI/INFORM Global, 2000.

ZIMMER, M. R.; GOLDEN, L. L. Impressions of Retail Stores: A Content Analysis of Consumer Images. Journal of Retailing, Zimmer, v. 64, n. 3, 1988.

Downloads

Published

2020-03-29

How to Cite

Florêncio, J. C. F., Spers, E. E., Silva, H. M. R. da, & Pizzinatto, N. K. (2020). Market segmentation and dimensions of store equity: a study in retail construction. Revista De Administração Da UFSM, 13(1), 125–143. https://doi.org/10.5902/1983465921499

Issue

Vol. 13 No. 1 (2020): Jan - Mar

Section

Articles

License

Authors of articles published by ReA/UFSM retain the copyright of their works, licensing them under the Creative Commons (CC-BY 4.0), which allows articles to be reused and distributed without restriction, provided that the original work is properly cited.