Repatronage Decisions as an Empirical Problem

Abstract

This sub-chapter provides a detailed description of the methodology used in this study, as well as about its empirical design and the procedures adopted for data collection and organization. Initially, the different methodologies available to analyse customers’ repatronage decisions are described and the methodology choices made are discussed. This will encompass a review of academic literature in which the methodology choice of other researchers is examined. Next, the empirical research design is detailed. It is worth pointing out that the empirical design is one of the strengths of this thesis and has been called for by a number of researchers, such as Anderson & Mittal (2000); Grisaffe (2001); Reinartz & Kumar (2000b). Finally, the procedures utilized for data collection are explained.