Luận văn thạc sĩ UEH determining female shopper loyalty towards clothing stores

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

Nguyen Thi Kim Sa

DETERMINING FEMALE SHOPPER LOYALTY

TOWARDS CLOTHING STORES

ID: 22120068

MASTER OF BUSINESS (Honours)

SUPERVISORS: Prof. Nguyen Dong Phong

Dr. Nguyen Phong Nguyen

Ho Chi Minh City – Year 2014

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ACKNOWLEDGEMENTS

This is our opportunity to express gratitude to those who have helped and supported

us throughout the process.

Firstly, I am especially grateful to my supervisor, Dr. Nguyen Phong Nguyen, for the

patient, dedicated guidance for this thesis over the past few.

Secondly, I would like to thanks to the supervisorial panel’s member who have

thoroughly examine my thesis with valuable comments.

Finally, I would like to direct our gratitude to those tutors that have taught us

something worthwhile to remember during our two years at the Master of Business

program.

Ho Chi Minh City, Vietnam

December, 2014

Nguyen Thi Kim Sa

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ABSTRACT

Store loyalty is a phenomenon that is currently receiving a great deal of interest from

retail management. What is more, a loyal customer is a source of competitive advantage

through repeat purchase and positive word of mouth. As a matter of fact, lots of enterprises

are facing to the difficulty situation in Vietnam. It is not an exception, in clothing retail

sector, the failure rate of doing that type of business is even higher than others. In hope of

solving this issue, this study aims to study the underlying factors that could impact on

female shopper’s loyalty towards clothing stores. Among the key factors affecting store

loyalty, hedonic shopping motivations (HSM) and store attributes (STA) will be deeply

investigated in relation to store loyalty (LOY) directly and through shopper satisfaction

(SAF) in this study.

To conduct this research, a sample of 226 female shoppers in Ho Chi Minh City,

Vietnam was surveyed to test the proposed model. After that, structural equation modeling

was used to analyze the collected data. It was found that store attributes and hedonic

shopping motivation had positive effects on LOY. However, shopper satisfaction construct

is almost the same with store loyalty in Vietnamese customer’s mind, so that this paper will

provide the implication based on the relationship of 3 main factors Store Attributes,

Hedonic shopping motivation and . As to limitation of this study, a convenience sampling

method was applied in Ho Chi Minh City it is better to use cross-national, random sample.

Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be taken into

account in future research. The findings suggest that the clothing store managers should

show concentrate their positioning strategies not only on the utilitarian dimension but also

on the hedonic motivations to stimulate store loyalty. Also, it is necessary to deeply

understanding customer’s motivation shopping before designing their outlets with store

attributes that would meet the expectations of shoppers, thus motivate them towards store

patronage decisions.

KEYWORDS

Female Shoppers, Consumer behavior, Clothing Stores, Store Loyalty, Vietnam

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TABLE OF CONTENTS

CHAPTER 1..................................................................................................................................................... 1

INTRODUCTION ........................................................................................................................................... 1

1.1. Background...................................................................................................................................... 1

1.2. Research problem............................................................................................................................ 1

1.3. Research Objectives ........................................................................................................................ 2

1.4. Scope Of This Study ........................................................................................................................ 3

1.5. The Significance of Research.......................................................................................................... 3

1.6. Structure of thesis............................................................................................................................ 4

CHAPTER 2..................................................................................................................................................... 6

LITERATURE REVIEW, HYPOTHESES AND CONCEPTUAL MODEL ........................................... 6

2.1. Theoretical Background.................................................................................................................. 6

2.1.1. Theory of reasoned action............................................................................................................. 7

2.1.2. Expectation – Disconfirmation theory........................................................................................... 8

2.2 Hypotheses Development...................................................................................................................... 9

2.2.1. Overview on Shopper Loyalty......................................................................................................... 9

2.2.2. Store Attributes............................................................................................................................... 9

2.2.3. Hedonic Shopping Motivations.................................................................................................... 11

2.2.4 Shopper Satisfaction...................................................................................................................... 13

2.3 Conceptual Model: .............................................................................................................................. 14

CHAPTER 3................................................................................................................................................... 15

RESEARCH METHODOLOGY................................................................................................................. 15

3.1. Research process................................................................................................................................. 15

3.2. Sampling.............................................................................................................................................. 19

3.3. Data Collection Methods.................................................................................................................... 20

3.4. Data Analysis Methods....................................................................................................................... 20

Chapter 4:....................................................................................................................................................... 21

DATA ANALYSIS AND RESULTS............................................................................................................ 21

4.1. Descriptive Statistics .......................................................................................................................... 21

4.2. Refinement of measurement scales................................................................................................... 22

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4.2.1. Reliability assessment ................................................................................................................... 22

4.2.2. Measurement Validation (CFA)................................................................................................... 24

4.3. Model and Hypotheses Modification ................................................................................................ 30

Chapter 5:....................................................................................................................................................... 32

CONCLUSIONS............................................................................................................................................ 32

5.1. Main findings...................................................................................................................................... 32

5.2. Implications......................................................................................................................................... 33

5.3. Limitations.......................................................................................................................................... 34

5.4. Future research................................................................................................................................... 34

REFERENCES .............................................................................................................................................. 36

APPENDIX 1: DATA ANALYSIS............................................................................................................... 45

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LIST OF ABBREVIATION

HSM Hedonic Shopping Motivation

STA Store Attributes

SAF Shopper Satisfaction

LOY Store loyalty

ADV Adventure shopping

GRA Gratification shopping

ROL Role shopping

SOC Social shopping

IDE Idea shopping

MER Merchandise

AFS After sale services

EMS Employee services

SAT Store Atmosphere

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