Abstract

EROSA MARTIN, Victoria Eugenia  and  ARROYO LOPEZ, María del Pilar Ester. Reactions of State of Mexico consumers when facing out-of-stocks: What factors intensify the negative reactions toward the retailer?. Contad. Adm [online]. 2011, n.233, pp.33-53. ISSN 0186-1042.

This study analyzes the reactions of customers to out-of-stocks in retailing stores, with the objective of supporting the design of strategies to increase customer retention and satisfaction. The theoretical framework was that of customer satisfaction and customer behavior, and a survey was applied at retail stores of distinctive profile to gather data of consumers' demographic and buying profiles along with behavioral reactions under an out-of-stock situation. The collected data was analyzed with the use of multiple statistical techniques. The analysis allows concluding that customers' gender, residence location, ticket value and store loyalty had a significant effect on their intention to switch to another store when some of the products in their shopping list are out of stock. The analysis of results not only identified customer segments but also types of stores more susceptible to being affected in their client base by the occurrence of out-of-stocks.

Keywords : out-of-stock; retailers; consumer behavior.

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