Primary and secondary store‐loyal customer perceptions of grocery retailers

Gaining competitive advantage in retailing requires knowledge of the attributes consumers use to evaluate stores and an understanding of why these attributes are important. Although a number of store‐image studies have identified store attributes, evidence suggests that these attributes vary by store type and over time, but no work has considered the most crucial aspects to retailers, namely store loyalty. As no study has examined the links between store attributes and store loyalty, our knowledge remains largely speculative. This article explores this link using Kelly′s repertory grid methodology to assess the store images of three UK grocery retailers. Important differences were seen between primary store‐loyal customers’ perception of their store and secondary store‐loyal customers’ perception of that store. For example, primary‐loyal Tesco customers perceived quality, convenience and value factors in that order of importance, whilst primary‐loyal Kwik‐Save customers perceived quality, value and convenience factors when considering Tesco. Implications for retail positioning strategies and the development of store loyalty are discussed.