Age-related analysis of service loyalty: An example from recreational riders in equestrian centres

International audienceAim and Research Questions Adopting a consumer’s behavior marketing approach, the study questions loyalty to a sporting club in the case of horse riding. In a national context of a recent drop in the number of FFE (French Equestrian Federation) members, there is today a need to better understand riders' relationship with their equestrian centre. In the literature, although many researches have focused on loyalty, the context of recreation-related services remains under-investigated. In this context, this study aims to understand mechanisms of riders’ loyalty to equestrian centres. Theoretical Background In line with much research on loyalty (Lichtle, Plichon, 2008), we first hypothesize that satisfaction increases loyalty (H1). Algesheimer et al. (2005) showed that community commitment has a positive effect on loyalty, and that community commitment increases if members are participating in collaborative activities and are willing to correspond to community actions. In the case of horse riding, we note that all riders express a need for "belonging to a community" sharing the same passion (Keaveney, 2008). Consequently, we suppose that community commitment increases satisfaction (H2) and that commitment to friends’ group increases community commitment (H3a) and satisfaction (H3b). Riders look for a relationship with their teacher (Klisch, 2009). We thus hypothesize that affective commitment to the teacher has a positive effect on satisfaction (H4a), on community commitment (H4b), and on loyalty (H4c). We also assume that affective commitment to the teacher increases switching costs (H4d), in line with the positive switching costs highlighted by Lichtle and Plichon (2008). Switching costs are assumed to influence negatively satisfaction (H5a) and loyalty (H5b), as well as alternative offer attractiveness (H6a and H6b) 2 (Lichtle, Plichon, 2008). Finally, we assume age-differentiation in the model (H7), based on Casper and Stellino's work (2008) who confirmed the need for age-related differentiation in sport commitment analysis. Research Design, Methodology and Data Analysis First, we conducted a qualitative exploratory study based on semi-structured interviews with 30 riders in various equestrian structures and various areas. Based on these results, we realized an online quantitative survey in France among 630 respondents. These ones are from 15 to 77 years of age, with an over- representation of women (92%) (as in FFE members (83%)), and of higher socio- economic status (39%). Average time of horse riding practice is 12.8 years. Secondly, we measured the constructs of loyalty, satisfaction, switching barriers, affective commitment and community commitment with scales based on 2 to 4 items (through 5 point Likert scales), found in the literature. Exploratory and confirmatory factor analysis, as well structural equation modeling, have been processed with R software. Finally, demographic determinants were chosen according to life cycle, as in Casper and Stellino's work (2008), to test a multigroup model: teenage period 15 to 18 y.o; student or active life entry period 19 to 25 y.o.; young active and family period 26 to 36 y.o.; and 37 y.o. and over when you evolve more sedentary. Results and Discussion The overall model verifies convergent validity (AVE > 0.5 for all constructs), reliability (alpha > 0.7 for all constructs except one equal to 0.66), discriminant validity (AVE> square of the correlations for all constructs), and goodness of fit indices (CFI=0.904; RMSEA=0.069). All hypothesis are validated except H3b. The results highlight that affective commitment to the teacher influences client satisfaction, community commitment, perceived switching costs and loyalty, supporting the major influence of horse-riding teachers on customers’ loyalty to equestrian centres. Turning now to the multigroup analysis, metric invariance is verified (p=0.983) whereas structural invariance is not (p=0.000), confirming the moderating role of age. All statistical properties of the models are verified (details available upon request). Interestingly, one major difference between groups concerns the affective commitment to the teacher, which increases loyalty through satisfaction for all groups, except for experienced riders. For these ones, satisfaction has no effect on loyalty, and commitment to the teacher has a direct effect on loyalty. 3 Theoretically, our results show that the relationship between satisfaction, commitment(s) and loyalty may differ depending on demographic variables. However, further analysis should include other antecedents of commitment, such as perceived value of the centre or position involvement (Bodet, 2012). Marketing implications suggest the key role of the teacher in the relationship with the structure for all market segments. Turning to the young active segment, which corresponds to a critical period for loyalty towards equestrian centres, equestrian centres should use teacher’s influence on community commitment to increase young actives’ loyalty. Conclusion First action levers for equestrian centres begin to emerge, to better retain and satisfy their customers. These levers remain to be deepened and adapted according to riders’ profile. Finally, this analysis based on our model of loyalty in equestrian centre underlines the need to adapt management strategies in marketing and teaching according to recreational riders ’age

Towards a reconstitution of riders’ paths and a typology of riding schools and clients

International audienceSince 2012, the evolution of the French Equestrian Federation (FFE) licensees has reversed after 70 years of continuous progression. In addition, customer versatility is intensifying. Thus the FFE policy targets riders’ loyalty and the conquest of new audiences. However, the horse market is still not studied enough by marketers and there is today a real need to understand riders’ motivations and profiles. This would allow equestrian managers to better promote and target their offer, retain their current customers, and attract new ones. Therefore, a quantitative survey was conducted online in France among 771 actual riders and 243 former riders, focusing on their paths, practices, and wishes. All respondents are aged 15 and over and non-owners of horse(s). Almost all French riders came to horse riding being motivated by the link with the horse. They started in a riding school (being more or less loyal to their club) but their paths lead them either to stop riding or to continue in riding schools, livery yards or at horse owner friends’ home. More than half of current riders would like to become horse owners in the future. Former riders stopped riding due to lack of time, financial reasons or dissatisfaction but almost all of them (92%) would be open to practice again. For both current and former riders, Olympic disciplines is the most wished activity, followed by “taking care of a horse” and “groundwork”, whereas competition is the most unwanted one. Using a hierarchical classification with R, we proposed a typology of current riders. We identified 5 types, some of whom never wish to practice competition or Olympic disciplines which are the main activities recorded in horse riding schools (90%). 6 types of horse riding school were also identified according to their offer. The results show that riding schools ‘offer is very standardized in spite of clients’ different expectations leading sometimes to dropping out of horse riding. These results offer an opportunity for equestrian managers to target their activities according to their clients’ needs and expectations, in particular making better use of riders’ desire to create links with horses

Freins et leviers à la consommation de viande chevaline en France

National audienceLa consommation de viande de cheval décline depuis le milieu du XXe siècle en France. Notre étude propose d’analyser les modalités de consommation de cette viande de nos jours, ce qu’elle représente, et qui en sont les consommateurs. En croisant différentes méthodologies, nos résultats témoignent premièrement d’un manque de recherche sur cette thématique. Deuxièmement, les profils de consommateurs semblent indiquer des différences selon les caractéristiques sociodémographiques (sexe, catégories socioprofessionnelles) et géographiques. Troisièmement, plusieurs leviers et freins ont été identifiés, actionnables ou non, pour le développement de la consommation de viande de cheval. En termes d’applications pratiques, diverses stratégies commerciales peuvent en être déduites et de nouvelles pistes de recherche sont ouvertes à l’investigation

A model of loyalty to services: an example from recreational riders in French riding schools

International audienceAdopting a consumer’s behaviour marketing approach, the study questions the mechanisms of service loyalty to a sporting club in the field of horse riding. In a national context of high versatility of horse riders and of a recent drop in the number of French Equestrian Federation licensees, we are interested in riders’ relationship with their riding school. The loyalty concept has been widely studied in the literature. This study adopts a dynamic, relational and situational approach, assuming an influence of satisfaction, community and emotional commitments, trust and switching barriers on attitudinal loyalty. A quantitative survey conducted online in France among 630 riders (aged 15 and over, practicing in riding schools, and non-owners of horse(s)) enabled to build a structural equation model. This one shows that rider’s attitudinal loyalty to the club is directly influenced by their satisfaction, their relationship with their instructor, their community commitment toward their riding school, and switching barriers (that are perceived switching costs and the attractiveness of alternatives). Emotional commitment to the group of friends only influence community commitment. The results highlight the key role of the instructor in client satisfaction, community commitment, perceived switching costs and consequently in loyalty. In contrast to what we expected, the relationship with a specific horse does not directly influence attitudinal loyalty but increases perceived switching costs. The study also seems to underline a lack of customer knowledge about alternative offers. Multi group structural equation modelling points out differences according to the social profile of the rider. For instance, students and young workers are the only group whose attitudinal loyalty is influenced by switching costs. Another example is that community engagement does not seem to be important in older (and upper social class) clients’ attitudinal loyalty. Finally, these results provide evidence for equestrian structures to adapt their offer and communicate better to build customer loyalty

Choix et fidélisation des cavaliers en centre équestre

Face à un enjeu reconnu par la profession et dans un contexte plus en plus concurrentiel, l'IFCE et l'INRAont mené une étude sur les attentes, la satisfaction et la fidéli té des cavaliers en c entres équestres afin defournir les clés pour adapter l'offre à une demande en pleine évolution . Les résultats sont issus de plusieursenquêtes, en ligne ou en vis à vis, auprès de cavaliers de profils variés et auprès d’anciens pratiquant s.L’analyse s’a ppuie sur 1) des statistiques descriptives sur les critères de choix auxquels font face lescavaliers pour : l’équitation, un centre équestre, rester dans un club ou le ou quitter, arrêter ; 2)une modélisation du processus de satisfaction et fidélisation au centre équestre ; 3) une typologie des profilsde fidélité des clients ; 4) une reconstitution des étapes potentielles du parcours cavalier. Les résultatsmettent en évidence des leviers d’action pour les centres équestres, dont les princi paux sont : la demande delien au cheval commune à tous les cavaliers, le rôle central de l’enseignant dans le processus de satisfaction etfidélité au club, l’importance de diversifier son offre disciplinaire, tout cela en gardant à l’esprit l’importancede mieux cibler sa clientèle pour adapter les différentes composantes de son offre

Mieux satisfaire et fidéliser sa clientèle en centre équestre : des leviers d'action en fonction du type de cavalier

Le programme de recherche Fidel’Equestre vise à mieux connaître les attentes des pratiquants d’équitation ainsi que la satisfaction de la situation actuelle dans leur établissement et ainsi la fidélisation à ce dernier. La cible de l’étude concerne les cavaliers non propriétaires pratiquant leur activité en centre équestre. Plus de 700 pratiquants ont été enquêtés et ont fait part d’attentes nombreuses et variées. Pour les activités proposées, il faut sortir de l’offre standard des disciplines olympiques ou du passage des galops. Il est nécessaire de créer et innover avec de nouveaux produits en personnalisant l’offre. L’aspect financier est aussi un point important, surtout pour les novices. Les pratiquants expriment aussi l’importance du choix et de l’entretien de la cavalerie ainsi que la possibilité de garder le même cheval. Le lien avec le cheval est le premier critère de choix pour l’équitation. Les infrastructures et l’accueil, la communication et les conditions de sécurité sont aussi des paramètres qui comptent pour la fidélisation de la clientèle. Les relations sociales comme les groupes d’amis et la vie du club sont à prendre en considération. Il faut cibler sa clientèle pour adapter l’offre. Enfin, l’enseignant a un rôle central pour permettre une meilleure fidélisation

Transition nutritionnelle aux Antilles : l'offre de boissons, de produits laitiers frais et de biscuits est-elle vraiment plus sucrée aux Antilles qu'en France hexagonale ?

International audienc

Transition nutritionnelle aux Antilles : l'offre de boissons, de produits laitiers frais et de biscuits est-elle vraiment plus sucrée aux Antilles qu'en France hexagonale ?

International audienc

Transition nutritionnelle aux Antilles : l'offre de boissons, de produits laitiers frais et de biscuits est-elle vraiment plus sucrée aux Antilles qu'en France hexagonale ?

International audienc

Combining place-based and people-based approaches to assess food accessibility

International audienceFood deserts designate neighbourhoods with low availability and accessibility of healthy foods. In France, there have been very few studies of food deserts, a gap which this paper aims to fill. Moreover, we address the frequently ignored daily mobility of inhabitants, conducting our study in the Montpellier city-region. First, we estimated the population living far from food outlets and mapped the related residential areas. Second, we explored whether households’ food environment exposure varies with socioeconomic position, basing our analysis on the 699 household cross-sectional study Mont’Panier. We find that deprived households are not those most affected by physical access issues. In addition, the deprived households located farthest from food stores are not living in the most deprived neighbourhoods. Considering daily mobility modifies this result: households living in the most deprived neighbourhoods are exposed to fewer and less diverse food outlets in their daily activity spaces than households living in wealthier neighbourhoods. These results confirm the need to go beyond place-based approaches and develop people-based approaches