Emotional and Altruistic Values as Drivers for a Loyalty-Based Segmentation in Retailing: An Approach to Postrecession Spanish Apparel Consumers

ABSTRACT

Research on consumer behavior has supported the usefulness of the experiential approach to explain shopping and consumption in the context of retailing. The present article aims at assessing the soundness of an extended experiential value concept for segmenting apparel retail customers in terms of their loyalty toward the store. A CHAID algorithm based on a sample of postrecession Spanish apparel retail customers has identified three segments of customers with differentiated levels of loyalty toward the store: play (emotional value) and ethics (altruistic value) are the most relevant variables for defining these segments.

KEYWORDS:

• CHAID
• experiential value
• loyalty
• postrecession
• value dimensions

Funding

The authors are very grateful for the support of the project ECO2013-43353-R of the Spanish Ministry of Education and Science.