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Store and store format loyalty measures based on budget allocation

机译：根据预算分配存储和存储格式的忠诚度度量

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In highly competitive environments, such as retail markets, characterized by a growing heterogeneity of demand and the proliferation of new retail formats, cross-shopping behavior between stores and formats is becoming increasingly common. This process makes customer loyalty a key strategic challenge for retailers that want to consolidate their position within the market. To contribute to the analysis and comprehension of this reality, the authors propose and assess different objective indicators of store loyalty, store format loyalty, and intra-format store loyalty based on budget allocation. Specifically, they analyze the role of retail format in observable loyalty patterns in a market. Through an empirical analysis of grocery purchase patterns of a sample of 580 Spanish households, the authors find that diverse objective loyalty indicators based on budget allocations provide very similar information from a practical point of view. They also find that consumers' regular use of various formats (specifically, supermarkets, hypermarkets, and discount stores) for their purchases explain observed disloyalty better than does purchasing in several stores within these formats. The observed patterns reveal that retail formats define differentiated store profiles that relate to the benefits sought in different purchase situations.
机译：在竞争日益激烈的环境中，例如零售市场，其特点是需求的异质性不断提高以及新零售格式的激增，商店和格式之间的交叉购物行为变得越来越普遍。对于希望巩固其在市场中地位的零售商而言，此过程使客户忠诚度成为关键的战略挑战。为了有助于对这一现实的分析和理解，作者提出并评估了基于预算分配的商店忠诚度，商店格式忠诚度和内部格式商店忠诚度的不同客观指标。具体来说，他们分析了零售业态在可观察的忠诚度模式中的作用。通过对580个西班牙家庭的样本进行的杂货购买模式的实证分析，作者发现，基于预算分配的各种客观忠诚度指标从实际角度提供了非常相似的信息。他们还发现，消费者在购买商品时经常使用各种格式（特别是在超市，大卖场和折扣店），比在这些格式的几家商店购买商品更能说明观察到的不忠诚。观察到的模式表明，零售业态定义了与不同购买情况下寻求的利益相关的差异化商店概况。

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