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Article
Publication date: 5 November 2018

Souad Djelassi, Delphine Godefroit-Winkel and Mbaye Fall Diallo

The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to…

Abstract

Purpose

The purpose of this paper is to investigate the factors influencing customer loyalty to shopping centres across different emerging countries. Specifically, it seeks to determine how the cultural context moderates the direct effects of shopping centre perceived value and customer satisfaction on customer loyalty.

Design/methodology/approach

A shopping centre-intercept survey was conducted among 244 consumers in Morocco and 203 consumers in Tunisia. The proposed model was analysed using partial least squares path modelling.

Findings

The results demonstrate the impacts of perceived utilitarian and non-utilitarian value on customer satisfaction with a shopping centre, both moderated by the cultural context. Specifically, utilitarian, hedonic and relaxation values exert stronger influences on satisfaction in Tunisia than in Morocco; but socialisation value has a stronger impact on it in Morocco than in Tunisia. The influences of value dimensions on customer loyalty to the shopping centre do not vary between Tunisia and Morocco.

Practical implications

With these results shopping centre developers and retailers can develop more efficient strategies to target Maghreb emerging countries. For example, they should focus on factors that may increase the utilitarian, hedonic and relaxation values offered by shopping centres in Tunisia but address factors that facilitate socialisation value in Morocco.

Originality/value

By using a cross-culture perspective, this paper extends and enriches knowledge on shopping centre patronage in Maghreb countries. Also, it considers two non-utilitarian values (socialisation and relaxation), which are relevant in Maghreb countries.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 11/12
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 13 February 2019

Marie Schill and Delphine Godefroit-Winkel

The purpose of this study is to explore consumers’ profiles for and purchase intentions towards smart environmental objects. It segments consumers according to two…

Abstract

Purpose

The purpose of this study is to explore consumers’ profiles for and purchase intentions towards smart environmental objects. It segments consumers according to two apparently contradictory dimensions of smart environmental objects: environment (i.e. environmental concern and environmental beliefs) and technology (i.e. materialistic values and technological beliefs).

Design/methodology/approach

A cluster analysis was conducted among 658 French consumers based on their environmental concern, environmental beliefs, materialistic values, perceived usefulness and perceived ease of use. A regression analysis identifies the variables with the greatest influence on purchase intentions.

Findings

Four segments result from the analysis: unconcerned, retro eco-friendly, non-materialistic converted and converted. The converted consumer segment had the highest purchase intentions and exhibited high levels of both environmental beliefs and perceived usefulness compared with the other segments. Both environmental and technological beliefs and environmental concern influence purchase intentions more broadly.

Research limitations/implications

A combined consideration of both environmental and technological beliefs is necessary to influence purchase intentions towards smart environmental objects. This study challenges some previous research that assumes a clear opposition between materialism and environmentalism.

Practical implications

This study proposes tailored managerial recommendations for each of the four consumer segments in the context of smart environmental objects.

Originality/value

This study provides novel insights into consumers’ concerns, beliefs and values in the rapidly expanding context of smart environmental objects.

Details

Journal of Consumer Marketing, vol. 36 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 13 July 2021

Delphine Godefroit-Winkel, Marie Schill and Fatou Diop-Sall

This study identifies the impact of supermarket environmental corporate social responsibility (ECSR) on consumers’ loyalty towards their supermarket. Based on the…

Abstract

Purpose

This study identifies the impact of supermarket environmental corporate social responsibility (ECSR) on consumers’ loyalty towards their supermarket. Based on the stimulus-organism-response (S-O-R), this study demonstrates how positive and negative emotions mediate the relationships between consumers’ perceptions of ECSR and consumers’ attitudes towards their supermarket. This study draws from cultural theory and works on sustainability and examines the moderating effect of the cultural context on these relationships.

Design/methodology/approach

A supermarket intercept survey was conducted among 327 consumers in France and 444 consumers in Morocco. The proposed model was analysed using Amos 22.

Findings

ECSR’s impact on consumer loyalty varies across cultural contexts through the mediation of positive and negative emotions. The study also indicates how consumers’ levels of environmentalism moderate the direct effect of supermarket ECSR on consumers’ attitudes towards the supermarket.

Research limitations/implications

Based on the S-O-R and cultural theories, this study demonstrates how the dimensions of the cultural context moderate the direct and indirect effects of ECSR on consumers’ loyalty towards their supermarket. Specifically, favourable perceptions of supermarket ECSR have an ambivalent impact on consumers’ attitudes through the mediation of negative emotions, such as shame, in more collectivist, low uncertainty avoidance and short-term oriented countries.

Practical implications

Tailored recommendations for supermarket managers interested in ECSR and operating in an international context are provided.

Social implications

This research highlights the varying impacts of environmental actions in international retailing.

Originality/value

Using the S-O-R and cultural theories, this study reveals nuances to existing knowledge on the role of consumers’ emotions in international retailing. It reveals the salience of negative emotions after the perception of a positively valenced stimulus across distinct cultural contexts.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 23 September 2021

Marie Schill and Delphine Godefroit-Winkel

Drawing on the stimulus–organism–response (S-O-R) framework, this study presents an original model examining the influence of environmental corporate social responsibility…

Abstract

Purpose

Drawing on the stimulus–organism–response (S-O-R) framework, this study presents an original model examining the influence of environmental corporate social responsibility (CSR), luxury and service quality dimensions on consumer emotions that in turn influence consumer attitudes towards the shopping mall.

Design/methodology/approach

Structural equation modeling is applied to data from a sample of 706 French consumers to test the hypotheses.

Findings

The results highlight the importance of environmental CSR, luxury and service quality dimensions as stimuli influencing positively consumer emotions, which in turn positively influence consumer attitudes.

Research limitations/implications

This study extends prior work in the field of services marketing and the S-O-R framework while considering environmental CSR, luxury and service quality dimensions as relevant stimuli. It further contributes to the literature of the shopping mall while examining relevant and unexplored antecedents to consumer emotions.

Practical implications

This paper provides tailored recommendations for shopping mall managers. It details how managers can use environmental CSR and luxury dimensions besides service quality as relevant stimuli in their positioning strategies to enhance consumer emotions and attitudes.

Originality/value

This study provides novel insights into shopping mall dimensions, i.e. environmental CSR, luxury and service quality, influencing consumer responses.

Details

Journal of Services Marketing, vol. 36 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 15 January 2019

Delphine Godefroit-Winkel, Marie Schill and Margaret K. Hogg

This paper aims to examine the interplay of emotions and consumption within intergenerational exchanges. It shows how emotions pervade the trajectories of grandmothers…

Abstract

Purpose

This paper aims to examine the interplay of emotions and consumption within intergenerational exchanges. It shows how emotions pervade the trajectories of grandmothers’ relational identities with their grandchildren through consumption practices.

Design/methodology/approach

This study analyses qualitative data gathered via 28 long interviews with French grandmothers and 27 semi-structured interviews with their grandchildren. This study draws on attachment theory to interpret the voices of both grandmothers and their grandchildren within these dyads.

Findings

This study uncovers distinct relational identities of grandmothers linked to emotions and the age of the grandchild, as embedded in consumption. It identifies the defining characteristics of the trajectory of social/relational identities and finds these to be linked to grandchildren’s ages.

Research limitations/implications

This study elicits the emotion profiles, which influence grandmothers’ patterns of consumption in their relationships with their grandchildren. It further uncovers distinct attachment styles (embedded in emotions) between grandmothers and grandchildren in the context of their consumption experiences. Finally, it provides evidence that emotions occur at the interpersonal level. This observation is an addition to existing literature in consumer research, which has often conceived of consumer emotions as being only a private matter and as an intrapersonal phenomenon.

Practical implications

The findings offer avenues for the development of strategies for intergenerational marketing, particularly promotion campaigns which link either the reinforcement or the suppression of emotion profiles in advertising messages with the consumption of products or services by different generations.

Social implications

This study suggests that public institutions might multiply opportunities for family and consumer experiences to combat specific societal issues related to elderly people’s isolation.

Originality/value

In contrast to earlier work, which has examined emotions within the ebb and flow of individual and multiple social identities, this study examines how emotions and consumption play out in social/relational identity trajectories.

Details

European Journal of Marketing, vol. 53 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

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