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Title: Customer loyalty to food retailers in Northern Ireland
Author: Doherty, Susan
Awarding Body: Queen's University Belfast
Current Institution: Queen's University Belfast
Date of Award: 2008
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This research aims to answer the following question: What are the factors and underlying variables that affect a customer's loyalty to their main food store? In Ph.ase 1, a baseline survey collected information from 120 respondents on . general food shopping behaviour. Phase 2 involved completion of a questionnaire and a food and shopping diary by 160 participants. Innovative projective techniques including 'cartoon friends' and mini case studies were used alongside traditional questioning methods to create a holistic measure of both 'behaviovral' and 'emotional' loyalty to a main food store. A loyalty score calculated for each respondent was cross-referenced with qualitative responses to the mini case studies using a content analysis approach and, in conjunction with the loyalty score, each respondent was allocated a place in one of three loyalty groups. As a result of the characteristics exhibited by each group, the groups were named as: 'devoted loyals', 'susceptibles' or 'promiscuous switchers'. Results indicated two emerging themes - a model of store attribute factors affecting main food store choice is proposed and The Loyalty Model of factors found to influence degree of loyalty to a main food retailer presented. Factors affecting loyalty included product related aspects of food shopping, the customer's attitude to shopping, the shopping experience, potential triggers which could cause switching and ease of switching.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available