Shopping Script and Marketing Research | Zendy

Manlio Del Giudice | Zendy

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Shopping Script and Marketing Research

Author(s) -

Manlio Del Giudice

Publication year - 2003

Publication title -

symphonya emerging issues in management

Language(s) - English

Resource type - Journals

eISSN - 1593-0319

pISSN - 1593-0300

DOI - 10.4468/2003.2.06delgiudice

Subject(s) - purchasing , marketing , possession (linguistics) , loyalty , business , cognition , resistance (ecology) , point (geometry) , customer satisfaction , loyalty business model , computer science , advertising , psychology , mathematics , linguistics , philosophy , geometry , neuroscience , service quality , service (business) , ecology , biology

Today’s global markets have brought a new definition of the concept of loyalty. If a customer enjoys a continuous purchasing experience with a single supplier, he will develop a behavioural pattern, known as a ‘shopping script’, which may reduce his cognitive effort and optimise purchasing times. The possession of the script and the customer satisfaction inherent in its use, shape the switching costs which act as change resistance factors from the customer point of view. The script belongs to the wider family of cognitive patterns. It represents a pattern that contains knowledge of the temporal sequence of an event and it is used by the individual to understand events and to reduce the cognitive effort

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