Yamada Hiroki

This study aims to reveal the satisfaction structure of department stores located in specific urban regeneration urgent development areas and the degree of influence of the attractiveness of the areas. Specifically, we analyze the effects of store image factors and area attractiveness ranking on department store satisfaction ranking, and the effect of area brand asset factors on area attractiveness ranking simultaneously. We use a hierarchical Bayesian binomial logit model framework, and express the structure of department store satisfaction ranking and area attractiveness ranking for each consumer in the within-individual model. As a result of model estimation, we clarified store image factors that influence store satisfaction ranking, and area brand asset factors that influence area attractiveness ranking. Furthermore, we found that area attractiveness ranking also had a significant impact on store satisfaction ranking, and simultaneous analysis revealed area brand asset factors that can influence store satisfaction ranking. Based on these results, we were able to discuss perspectives on marketing strategies and public relations activities that department storeʼs management should take into account.

This study aimed to elucidate customer satisfaction with specific drugstores and reveal successful marketing measures. We used a Bayesian hierarchical logit model that accounts for the heterogeneity of consumers. The proposed model incorporated the variable selection model proposed in the brand selection model of Gilbride, Allenby, and Brazell (2006). The variable selection model expresses structural heterogeneity of individual brand selection models. By incorporating the variable selection model into the logit model, we could express the structural heterogeneity of the satisfaction model for each customer in addition to the difference in reaction parameter values. Therefore, we were able to capture the factors that clearly affect satisfaction. We used questionnaire data about Vdrug and Genky, which are competing in Gifu. The questionnaire included items about convenience, product lineup, product quality, price, store atmosphere, clerk service, and satisfaction ranking. When a Bayesian hierarchical model is used in the marketing field, panel data are often used for estimating the model stably (Yamada and Sato, 2019). In this study, however, we applied cross-sectional data to the proposed model. Therefore, the results derived from the model estimation carry implications for retail practice.