On linking socioeconomic status to consumer loyalty behaviour

White, C and Tong, E 2019, 'On linking socioeconomic status to consumer loyalty behaviour', Journal of Retailing and Consumer Services, vol. 50, pp. 60-65.

Document type: Journal Article
Collection: Journal Articles

Title On linking socioeconomic status to consumer loyalty behaviour
Author(s) White, C
Tong, E
Year 2019
Journal name Journal of Retailing and Consumer Services
Volume number 50
Start page 60
End page 65
Total pages 6
Publisher Elsevier
Abstract This study provides novel insights into the way loyalty behaviour to the performing arts is formed. Research in this area has predominantly relied on either demographics or motives to understand audience behaviour and we have provided a theoretically robust explanation for the psychological processes that connect occupation, income and education (SES) to loyalty. Based on a sample of 196 concert attendees aged between 20 and 50, and using an adapted a model of motivation, we showed that basic psychological need (BPN) satisfaction plays a pivotal role in transferring the effects of SES to loyalty for this important demographic through utilitarian and hedonic attitudes. These findings highlight the importance and potential application of a universal needs concept for expanding and deepening consumer behaviour theory. The implications of the findings for research and practice are addressed throughout and the study concludes with recommendation for further research
Subject Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Socioeconomic status
Consumer loyalty behaviour
Utilitarian and hedonic attitudes
Psychological needs
DOI - identifier 10.1016/j.jretconser.2019.05.001
Copyright notice © 2019 Elsevier Ltd. All rights reserved.
ISSN 0969-6989
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