Establishing psychological relationship between customers and retailers: a study of the small to medium scale clothing retail industry

Purpose The purpose of this qualitative study is to investigate how young female customers establish psychological relationships with small- to medium-scale retail stores over time forming purchase intentions, actual purchase patterns and repurchase behaviour. Role of various customer typologies was also considered. Design/methodology/approach A case study approach was implemented to collect and analyse data, where data was collected from 20 young female customers and ten clothing retailers using purposive sampling via semi-structured interviews. Interviews with customers were conducted in a place of their choice such as in a coffee shop, whereas data from retailers were collected in the retail stores. Both online and offline retail patronage was considered to incorporate the growing tendency towards online shopping. Results were analysed using thematic analysis. Findings This study managed to reveal a number of interesting findings on how female customers form and develop psychological relationships with clothing retailers over time that ultimately builds customer loyalty. Customer behaviour in pre-purchase, purchase and re-purchase stages can significantly vary according to their individual perceptions, whereas they have a few favourite clothing brands that they frequently shop for. Preference for online shopping was found to be minimal, most of them enjoying in store experiences. Further, word of mouth and unique designs emerged as key contributors in establishing retail brand loyalty. Practical implications This paper provides better insights for clothing retailers and industry practitioners in understanding how customer perceptions affect clothing purchase decisions. Originality/value This paper contributes to the retail literature by emphasizing on various elements that should be amalgamated through proper synthesis to serve customers. The research is unique as it analyses customer behaviour using a recreational activity model as opposed to marketing models to demonstrate how customers develop relationships with retail brands overtime

Why some South Asian Muslims celebrate Christmas: Introducing 'acculturation trade-offs'

© 2017. Research studying religious observance and marketplace interaction in different cultural settings focuses either on the dominant religious group's consumption rituals or religious minorities' own religious consumption rituals. However, research has not explored how religious minority groups celebrate dominant religious holidays. This study explores how Muslims living in Britain apply religiosity to mediate engaging with Christmas celebrations. We argue these interactions must be understood from a religious, cultural and market generated perspective. Our findings indicate that participants encounter tensions surrounding their engagement with Celebrations mediated through their Islamic religious principles. By recognizing this behavior, we introduce the term 'acculturation trade-offs' describing how individuals reject, compromise, or submerse themselves in an others' behavior. This behavior involves a personal evaluation of the costs and benefits of engagement

Using deterministic record linkage to link ambulance and emergency department data : is it possible without patient identifiers?

Routine linkage of emergency ambulance records with those from the emergency department is uncommon in the UK. Our study, known as the Pre-Hospital Emergency Department Data Linking Project (PHED Data), aimed to link records of all patients conveyed by a single emergency ambulance service to thirteen emergency departments in the UK from 2012-2016. We aimed to examine the feasibility and resource requirements of collecting de-identified emergency department patient record data and, using a deterministic matching algorithm, linking it to ambulance service data. We used a learning log to record contacts and activities undertaken by the research team to achieve data linkage. We also conducted semi-structured interviews with information management/governance staff involved in the process. We found that five steps were required for successful data linkage for each hospital trust. The total time taken to achieve linkage was a mean of 65 weeks. A total of 958,057 emergency department records were obtained and, of these, 81% were linked to a corresponding ambulance record. The match rate varied between hospital trusts (50%-94%). Staff expressed strong enthusiasm for data linkage. Barriers to successful linkage were mainly due to inconsistencies between and within acute trusts in the recording of two ambulance event identifiers (CAD and call sign). Further data cleaning was required on emergency department fields before full analysis could be conducted. Ensuring the data was not re-identifiable limited validation of the matching method. We conclude that deterministic record linkage based on the combination of two event identifiers (CAD and call sign) is possible. There is an appetite for data linkage in healthcare organisations but it is a slow process. Developments in standardising the recording of emergency department data are likely to improve the quality of the resultant linked dataset. This would further increase its value for providing evidence to support improvements in health care delivery. Ambulance records are rarely linked to other datasets; this study looks at the feasibility and resource requirement to use deterministic matching to link ambulance and emergency department data for patients conveyed by ambulance to the emergency department.It is possible to link these data, with an average match rate of 81% across 13 emergency departments and one large ambulance trust.All trusts approached provided match-able data and there was an appetite for data linkage; however, it was a long process taking an average of 65 weeks.We conclude that deterministic matching using no patient identifiers can be used in this setting

Consumer acculturation theory: (crossing) conceptual boundaries

Consumer acculturation theorists have developed an insightful body of literature about the ways in which migrants adapt to foreign cultures via consumption. The present paper revisits 14 key studies from this field to highlight its most important contributions, critique its conceptual boundaries, and present cases of conceptual border crossings that indicate an emerging need for a broader conceptualization of the phenomenon. The paper closes by introducing a model that frames consumer acculturation as a complex system of recursive socio-cultural adaptation, and discusses its implications for future research

Consumer ethnicity three decades after: a TCR agenda

Research into consumer ethnicity is a vital discipline that has substantially evolved in the past three decades. This conceptual article critically reviews its immense literature and examines the extent to which it has provided extensive contributions not only for the understanding of ethnicity in the marketplace but also for personal/collective well-being. We identify two gaps accounting for scant transformative contributions. First, today social transformations and conceptual sophistications require a revised vocabulary to provide adequate interpretive lenses. Second, extant work has mostly addressed the subjective level of ethnic identity projects but left untended the meso/macro forces affecting ethnicity (de)construction and personal/collective well-being. Our contribution stems from filling both gaps and providing a theory of ethnicity (de)construction that includes migrants as well as non-migrants

The impact of social media on consumers' acculturation and purchase intentions

YesSocial media has emerged as a significant and effective means of assisting and endorsing activities and communications among peers, consumers and organizations that outdo the restrictions of time and space. While the previous studies acknowledge the role of agents of culture change, it largely remains silent on the role of social media in influencing acculturation outcomes and consumption choices. This study uses self-administered questionnaire to collect data from 514 Turkish-Dutch respondents and examines how their use of social media affects their acculturation and consumption choices. This research makes a significant contribution to consumer acculturation research by showing that social media is a vital means of culture change and a driver of acculturation strategies and consumption choices. This study is the first to investigate the role of social media as an agent of culture change in terms of how it impacts acculturation and consumption. The paper discusses implications for theory development and for practice

Power dynamics in immigrant families in Britain and its effect on consumption

This paper explores how culture is used, through consumption, to empower the disenfranchised. Despite the calibre and scope of current literature pertaining to this theme, current research has not fully investigated how marginalised groups use consumption as a means of empowerment. The study investigates how marginalised groups of female immigrants use consumption to empower themselves in a patriarchal home environment. Using in-depth interviews our research examined acts of resistance through consumption we identify how married women consciously use consumption as a form of resistance against culturally construed roles they no longer identify with