Customer retailer loyalty in the context of multiple channel strategies |
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Authors: | David W. Wallace Joan L. Giese Jean L. Johnson |
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Affiliation: | a Department of Marketing, College of Business, Illinois State University, Normal, IL 61790-5590, USA b Department of Marketing, College of Business and Economics, Washington State University, Pullman, WA 99164-4730, USA |
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Abstract: | With an increasingly competitive retail environment and decreasing customer switching costs, customer retailer loyalty is a critical goal for merchants of all types. We investigate customer retailer loyalty in the context of multiple channel retailing strategies. Results show that multiple channel retail strategies enhance the portfolio of service outputs provided to the customer, thus enhancing customer satisfaction and ultimately customer retailer loyalty. These results suggest that multiple channel retailing can be a useful strategy for building customer retailer loyalty. |
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Keywords: | Customer loyalty Multiple channel retailing Internet marketing |
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