Catalog loyalty

Abstract

A survey of 557 customers of a national mail order company specializing in photographic and video equipment was conducted to determine the differences between those who had purchased more than once from the company's catalog in a three-year period (“repeat customers”), and those who had purchased one time only in the same period (“non-repeat customers”). A discriminant analysis showed that variables designed to measure customer attitudes about price, service, and selected catalog features were influential in discriminating between repeat and non-repeat customers. Research and managerial implications of the findings are suggested.

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