This research is built on previous works on regulatory focus theory and customer satisfaction to address three questions. (1) Is customer loyalty differently affected by different shopping goals? (2) Do shopping goals influence post consumption feelings? (3) How do post consumption feelings influence customer loyalty? We have found that the promotion goal influences customer loyalty while the prevention goal does not. Those with promotion goals are motivated to deliver their own feelings to others more actively. We have also found that hedonic individuals with prevention goals show stronger feelings of delight than utilitarian individuals with prevention goals. Our findings suggest significant implications for salespeople in developing effective sales strategies. For example, salespeople may increase hedonic customers` loyalty by emphasizing products` design or style. Salespeople may also increase utilitarian customers` loyalty by focusing on products` values such as coupon or special price discount.
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