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Adm. Sci. 2018, 8(4), 77; https://doi.org/10.3390/admsci8040077

Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency

1
Cátedra Fundación Ramón Areces de Distribución Comercial, University of Oviedo, 33006 Oviedo, Spain
2
Business Administration, University of Oviedo, 33006 Oviedo, Spain
*
Author to whom correspondence should be addressed.
Received: 25 October 2018 / Revised: 23 November 2018 / Accepted: 26 November 2018 / Published: 30 November 2018
(This article belongs to the Special Issue Customer Loyalty and Brand Management)
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Abstract

In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer engagement and their intention to spend more time at the retailer. Under this premise, the objective of this research is to analyze the relationship between different shopping experience dimensions, consumers’ engagement, and their willingness to spend more time at the retailer. Using survey methodology on a sample of 527 consumers, the results show that shopping experiences stimulate the consumers’ engagement and their predisposition to spending more time at the store. In addition, a moderating effect of visit frequency to the retailer is observed, such that the higher this is, the more intense the relationship between experience dimensions and consumer engagement will be. View Full-Text
Keywords: shopping experience; retail; consumer engagement; shopping time; shopping frequency shopping experience; retail; consumer engagement; shopping time; shopping frequency
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Cachero-Martínez, S.; Vázquez-Casielles, R. Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency. Adm. Sci. 2018, 8, 77.

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