Purpose

The purpose of this paper, focusing on the visually impaired and legally blind consumer, is to explore the relationship between the perceived consumer vulnerability on customer satisfaction and the effect of satisfaction on the intention of repurchase and recommendation as the determinants of store loyalty in an apparel store context.

Design/methodology/approach

A survey was conducted on 216 visually impaired and legally blind consumers in the province of Manisa, Turkey, concerning their apparel shopping store experiences to examine how the perceived vulnerability influences visually impaired and legally blind consumers’ satisfaction, recommendation and repurchase intentions. The data were analyzed using structural equation modeling.

Findings

The results of the study revealed that as the visually impaired and legally blind consumers perceive themselves more vulnerable, they become more satisfied with the store, and that the more they are satisfied with the store, the more their intention to recommend that store and purchase intention from that store increases. However, the authors’ investigation showed no significant differences between the consumers who were born blind and who became blind later in their life.

Originality/value

The paper contributes to the literature by extending the understanding of visually impaired and legally blind consumers’ perceived vulnerability in the brick-and-mortar stores and demonstrates how it is related to satisfaction as a major driver of post-purchase intentions like recommendation and repurchase. It also exhibits the fact that blind consumers – both congenitally blind and subsequently blind – cope with this vulnerability through their own solutions to go on their lives, and they do not perceive themselves as vulnerable, as it is perceived by the able-bodied.

中文翻译：

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有弱点的消费者：视障者和法定盲人的店内满意度

目的

本文的目的是针对视障和法律盲消费者，探讨感知消费者脆弱性对客户满意度的影响与满意度对作为服装商店忠诚度决定因素的回购和推荐意愿的影响之间的关系。存储上下文。

设计/方法/方法

对土耳其马尼萨省的 216 名视障和法定盲人消费者进行了一项关于他们的服装购物体验的调查，以检查感知的脆弱性如何影响视障和法定盲人消费者的满意度、推荐和回购意愿。使用结构方程模型分析数据。

发现

研究结果显示，视障消费者和法盲消费者认为自己越脆弱，他们对商店就越满意，对商店越满意，他们推荐该商店的意愿和购买意愿就越强。从那家商店增加。然而，作者的调查表明，先天失明和后来失明的消费者之间没有显着差异。

原创性/价值

该论文通过扩展对视觉障碍和法律盲人消费者在实体店中感知到的脆弱性的理解，为文献做出了贡献，并展示了它与作为推荐和重新购买等购买后意图的主要驱动因素的满意度之间的关系。它还展示了这样一个事实，即盲人消费者——先天性失明和后来失明——通过他们自己的解决方案来应对这种脆弱性以继续他们的生活，他们并不像健全人那样认为自己是脆弱的。