|
|||||
|
|
Customers' relationship with their grocery store: Direct and moderating effects from store format and loyalty programs |
|
| Affiliation: | 1. Ordina VisionWorks, P.O. Box 2025, NL-9704 CA Groningen, The Netherlands;2. University of Groningen, Faculty of Economics and Business, Department of Marketing, P.O. Box 800, NL-9700 AV, Groningen, The Netherlands;3. CPB Netherlands Bureau for Economic Policy Analysis, P.O. Box 80510, 2508 GM, Den Haag, The Netherlands;1. Business School, Hunan University, 11 Lushan Nan Lu, Changsha, Hunan, PR China;2. Eugene M. Isenberg School of Management, University of Massachusetts Amherst, 121 Presidents Drive, Amherst, MA, United States;3. Northern Illinois University, Department of Marketing, 128 Barsema Hall, DeKalb, IL, United States |
| Abstract: | This paper aims: (i) to characterize the priorities designed and implemented by grocery retailers concerning relationship marketing with customers; (ii) to analyse customers’ relationship with their grocery store and to evaluate store format and loyalty programs as key determinants of this relationship. Exploratory interviews were conducted with grocery store managers. Two independent samples of Portuguese customers answered a questionnaire and collected data were analysed using Structural Equation Modelling. Main results suggest that supermarkets lead to higher levels of customers’ trust (directly) and customers’ loyalty (indirectly). Furthermore, the positive effect of customers’ satisfaction on customers’ loyalty is higher for members of grocery store loyalty programs. |
| Keywords: | Relationship marketing Consumer behaviour Store format Loyalty programs |
| 本文献已被 ScienceDirect 等数据库收录！ | |