Consumer religiosity and retail store evaluative criteria

Journal of the Academy of Marketing Science · 1990 · Volume 18 · Issue 2

Abstract

Consumer religiosity, which includes the religious commitment and religious affiliation of consumers, may be a significant construct in explaining retail store patronage. The present study used several measures of religiosity to investigate the influence of this possible segmentation variable on consumer evaluation of the importance of various retail department store attributes. Support was found for the religious commitment construct but not for religious affiliation. The most consistent relationship found was between religious commitment and the importance placed by the consumer on sales personnel friendliness/assistance. Direction for future research is provided.

Keywords

Religious Affiliation, Retail Store, Department Store, Religious Orientation, Religious Commitment

Enable JavaScript for citation tools and additional paper interactions.