Purpose

The purpose of this paper is to increase the understanding of customer share of wallet (SoW) based on research in customer characteristics and the retail service quality model. Specifically, this study adopts an asymmetrical modelling approach to provide insights into the necessary and sufficient conditions leading to increased customer SoW in the context of neighbourhood shops in Southern Africa.

Design/methodology/approach

This study uses fuzzy-set qualitative comparative analysis to analyse survey data collected from 523 current customers of the shops.

Findings

This study reveals that large household size and low income are necessary conditions for increased SoW. It also reveals five unique customer profiles, or casual recipes, associated with increased customer SoW. More generally, this study demonstrates that service quality constituents (personal interaction, reliability, policy and physical aspects of the shop) and customer characteristics, namely, relationship duration, household size, gender and income-level act in combination to lead to customer SoW.

Originality/value

This study illustrates how service quality constituents and customer characteristics compete and/or complement each other in relation to increased customer SoW. To the best of the author’s knowledge, this is the first study to provide evidence on the necessary conditions for increased SoW, especially in the neighbourhood shop context of a developing economy. Value-wise, this paper provides a more nuanced perspective to understanding how unique customer profiles are associated with increased SoW.

中文翻译：

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基于非对称方法的顾客特征和服务质量对邻里商店钱包份额的影响

目的

本文的目的是基于对客户特征和零售服务质量模型的研究，增加对钱包客户份额（SoW）的理解。具体来说，本研究采用非对称建模方法来深入了解导致南部非洲社区商店客户 SoW 增加的必要和充分条件。

设计/方法/方法

本研究使用模糊集定性比较分析来分析从商店的 523 名当前客户收集的调查数据。

发现

这项研究表明，大家庭规模和低收入是增加母猪的必要条件。它还揭示了与增加的客户 SoW 相关的五个独特的客户档案或休闲食谱。更一般地说，这项研究表明，服务质量要素（个人互动、可靠性、政策和商店的实体方面）和客户特征，即关系持续时间、家庭规模、性别和收入水平共同作用导致客户 SoW。

原创性/价值

这项研究说明了服务质量成分和客户特征如何在增加客户 SoW 方面相互竞争和/或互补。据作者所知，这是第一项为增加 SoW 的必要条件提供证据的研究，特别是在发展中经济体的邻里商店背景下。在价值方面，本文提供了一个更细致入微的视角来理解独特的客户档案如何与增加的 SoW 相关联。