The influence of national culture and industry structure on grocery retail customer loyalty |
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| Institution: | 1. Department of Marketing, University of Auckland, 12 Grafton Road, Auckland 1142, New Zealand;2. University of New South Wales, Kensington, Sydney 2052, Australia;3. Pusat Penataran Ilmu and Bahasa, Universiti Malaysia Sabah, Jalan UMS, 88400 Kota Kinabalu, Sabah, Malaysia;4. Gadjah Mada University, Faculty of Economics and Business, Jalan Sosio Humaniora 1, Bulaksumur, Yoyyakarta 55281, Indonesia;5. Parahyangan Catholic University, Jalan Ciumbuleuit No. 94, Bandung, West Java 40141, Indonesia |
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| Abstract: | This study examines, for the first time, the influence of national culture and industry structure on customer loyalty in grocery retailing. Grocery retailers have a long and continued history of international expansion and it is vital to understand how loyalty can be nurtured in different contexts. Thematic analysis of focus groups conducted in the culturally and structurally disparate countries of the United Kingdom and Sri Lanka provide unique insights. Key differences have been identified around consumer preferences and perceptions of loyalty programmes and the key drivers of different loyalty types. Theoretical and managerial implications are discussed. |
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| Keywords: | Customer loyalty National culture Industry structure |
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