The Retail and Marketing Review - Volume 12, Issue 1, 2016
Volume 12, Issue 1, 2016
Source: The Retail and Marketing Review 12, pp 1 –18 (2016)More Less
In the contemporary competitive and volatile markets, effective use of corporate gifts as a marketing strategy is a prerequisite for edging out rivals. This research examines how corporate gifts are effectively used by the contemporary South African business enterprises as a marketing strategy. A mixed research method was used by triangulating the results of a meta-synthesis of the theories on corporate gifts with the interview findings on the approach used by the businesses in South Africa when applying corporate gifts as a marketing strategy. Despite the wider recognition of the essence of using corporate gifts as a marketing strategy, most businesses were found to adopt more random and unsystematic approaches of using corporate gifts as a promotional tool. Such approach was found to inhibit effective understanding and mitigation of market trends and threats linked to "copying and pasting" of gifts by rivals and the "hoping" nature of customers' behaviours that often erode business values associated with corporate gifts. It also saddles the seamless blending of corporate gifts with strategies like competitive pricing and quality offerings, and the inducement of the desired sustainable positive effects on customer attraction and retention. The study postulates a new theory emphasising the essence of using corporate gifts as part of an integrated systematic marketing strategy to edify attainment of the sustainable improvement of the market performance of an enterprise.
The influence of relationship intention and population group on South African cell phone users' positive attitude towards complainingSource: The Retail and Marketing Review 12, pp 19 –32 (2016)More Less
As most customers do not voice their dissatisfaction to service providers following service failures, it is important to identify those customers most likely to do so. Since customers with positive attitudes toward complaining are the most likely to voice their dissatisfaction, identifiable customer characteristics - such as customers' relationship intentions and population group - influencing such attitudes can be an efficient way to acquire feedback from customers. This study accordingly investigated the influence of relationship intention and population group on cell phone users' positive attitude towards complaining to their cell phone network providers. By means of non-probability convenience sampling, 605 respondents from South Africa's Johannesburg metropolitan area participated in this study. The results indicate that population group as well as relationship intention practically significantly influence respondents' positive attitude towards complaining. Despite this finding, no interaction effect was found between respondents' population group and relationship intention on positive attitude towards complaining.
Source: The Retail and Marketing Review 12, pp 33 –53 (2016)More Less
This article seeks to examine factors that affect consumer attitudes and intentions towards online apparel shopping in South Africa. This is achieved by testing Monsuwé et al.'s (2004) expanded version of the well-known Technology Acceptance Model, which adds consumer, situational, product, trust and past experience contextual factors. The purpose of this article is to better understand this model as it applies to several less-studied contextual factors such as enjoyment, interaction and past buying experiences within a developing market context and focusing on the complex apparel sector. Results of the structural equation models highlight the particular importance of enjoyment and interaction in online apparel shopping, and find vast differences based on differentiation by past buying experience. With the exception of prior experience, consumer, situational, product and trust contextual factors do not moderate the main relationships. These findings contribute to our understanding of online apparel shopping in the South African context, notably informing important managerial possibilities surrounding website design, product offering, market research and other issues.
Author M. WieseSource: The Retail and Marketing Review 12, pp 54 –69 (2016)More Less
In the competitive retail environment, attracting and retaining shoppers is imperative for the success of shopping malls. Therefore, creating satisfied, committed shoppers is essential for mall survival. The study aims to determine the extent to which store variety and entertainment contribute to shopper satisfaction; to identify which variable most strongly predicts shopper commitment, as well as to investigate these variables in a gendered context. Two hundred shoppers completed self-administered questionnaires during a mall intercept study. The results, using multiple regression and discriminate analysis, identified store variety as the most important predictor of shopper satisfaction; while shopper satisfaction, in turn, was the most powerful discriminator of mall commitment. MANOVA testing revealed support for the blurred-gender role argument. Mall managers and developers should ensure a tenant mix that would provide variety, but also entertainment, regardless of the gender of their shoppers, to ensure shopper satisfaction that would ultimately lead to commitment.
The interrelationships between boutique store atmosphere, customer satisfaction, store loyalty and repurchase intention - a study of females in the North-West ProvinceSource: The Retail and Marketing Review 12, pp 70 –88 (2016)More Less
The global fashion retail industry has been characterised by fierce competition and therefore retailers face increasing pressure to differentiate themselves from competitors by catering for the ever-evolving needs, wants and desires of customers. Customers are becoming increasingly more sophisticated and individualistic and turn to small speciality retailers such as boutiques to provide unique and tailored retail experiences. It is therefore important for boutiques to be aware of and actively manage their store atmosphere, as it contributes to a positive retail experience. It is professed that a customer who positively experiences a retailer's store atmosphere will feel more satisfied and will return with the hope of receiving a similar experience. Once the customer returns, the possibility arises that the customer may become store loyal and the probability of developing positive repurchase intentions becomes real. The primary objective of this study is to investigate the interrelationships of boutique store atmosphere on customer satisfaction, store loyalty and repurchase intention at boutiques. A descriptive research design was followed and self-administered questionnaires were fielded. Judgemental, convenience and quota sampling were used to select a sample of 400 respondents. A total of 361 questionnaires were suitable for analysis. The results indicate that store atmosphere has a large direct influence on both customer satisfaction and store loyalty, albeit with no direct influence on repurchase intention. A medium indirect effect was realised for both mediating relationships between store atmosphere and repurchase intention with customer satisfaction and store loyalty as respective mediators. Conclusion and recommendations are subsequently presented.
Author S. BarnardSource: The Retail and Marketing Review 12, pp 89 –91 (2016)More Less
"How do you evaluate a technology that has completely captured the public's imagination? A technology that has come to indicate innovativeness, where failure to appreciate it is taken as a sure sign of belonging to the wrong side of the generational divide. Which has led, almost overnight, to the creation of new companies, brands, industries and fortunes."1 Contrary to popular belief, this statement was made in the early 1920's and is not based on e-tailing, the internet or the mobile generation, but rather based on the vigour with which wireless radio technology was suddenly taking the world by storm. If a supposed business expert almost 100 years ago were to predict a communication channel even more powerful and vigorous than this, with an even greater influence on the human race, their expertise would certainly be questioned. In 1920, one could not imagine the ability to purchase anything from clothing to groceries or even a type of service, any other way than face to face. The ability to browse through a catalogue of options, customise an order, finalise the payment and arrange delivery on a personal handheld computer by the click of a few buttons, would sound ridiculous. Today anyone from 13 year old youngsters to 80 year old golden agers can order almost anything their hearts desire online and have it delivered to their doorstep.
Leveraging competitive value from neuromarketing research in retailing - an opportunity waiting to be exploited : perspectiveSource: The Retail and Marketing Review 12, pp 92 –96 (2016)More Less
Understanding the consumer and in the case of retailing, the shopper, is a key contributor to business success and has been acknowledged in marketing literature for a long time. In fact, in 1923, Professor Kitson already recognised the need to understand the consumer's mind addressed in an article entitled, not surprisingly, "Understanding the consumer's mind" (Kitson 1923). Building on the need to focus on the consumer's mind, the marketing concept, first put forward by McKitterick1 CEO of General Electric in 1957, speaks of addressing consumer's needs as the concept's first and original cornerstone. The other cornerstones include an integrated systems approach and the focus on profitable business (both articulated by Kotler ), as well as societal awareness - a more recent addition to the concept (Kotler 2000:14). Understanding retail consumers goes deeper than gathering broad insights into the community of consumers and shoppers, and instead focusses on understanding their individual needs and wants. This is where marketing research comes into play and much of the marketing research effort undertaken today is about understanding these individual needs and wants through the use of survey and interview research. But even understanding the needs and wants of consumers is not enough and the shift, more recently, has been on understanding how consumers think subconsciously and how they go about mentally making decisions as to what they need and want, as well as what to buy and their response to marketing promotions (Brosekhan & Velayutham 2008). This is where neuromarketing comes into being.