Loyalty-Based Segmentation in Apparel Retailing: Evidence from an Experiential Marketing Approach

Any value conceptualization is a good lens for conducting segmentation, but experiential approaches are especially valuable as experiential marketing highlights the intrinsically personal relativity of consumption behavior. This paper explores the existence of differentiated segments of service customers (fashion shoppers) by knowing which experiential value dimensions most influence customer loyalty in a service (retailing) setting. Through a CHAID analysis, three segments were identified: emotional (play) and altruistic (ethics) values appear to be the most relevant for segmenting customers based on their loyalty to the apparel store chain. Findings reveal the usefulness of the experiential marketing approach in loyalty-based segmentation.