Consumer Religiosity and Retail Store Evaluative Criteria

Abstract

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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