Consumer religiosity, which includes the religious com
mitment 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 vari
able on consumer evaluation of the importance of various
retail department store attributes. Support was found for the
religious commitment construct but not for religious affilia
tion. The most consistent relationship found was between
religious commitment and the importance placed by the
consumer on sales personnel friendliness/assistance. Direc
tion for future research is provided.
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