A study on the factors governing retailer–customer long-term relationship

Abstract

Purpose

The purpose of this study is to develop a comprehensive model of retailer–customer relationship.

Design/methodology/approach

Data were collected using questionnaires administered at organized grocery retail outlets in India. A total of 612 customers were surveyed.

Findings

Empirical evidence suggests that perception of merchandise quality depends upon perception of quality of services. It is also found that apart from store-level attributes, customer-level attributes also play an important role in retailer–customer long-term relationships.

Practical implications

Retailers would be benefited by an in-depth knowledge of factors that determine long-term relationships with customers. The finding of the study implies that efforts of retailers to retain customers should be directed toward the right set of customers. In the present study, details about customer-level attributes will benefit retailers to target the right set of customers. Academicians would be benefitted by developing in-depth understanding about different store- and customer-level attributes that determine retailer–customer long-term relationship.

Originality/value

The model developed in this study depicts the impact of retailer’s effort as perceived by customers and customer’s values, on commitment. There are very few studies in this area in the context of grocery retail which has taken customer-level attributes that motivates them to develop long-term relationships. Coming to the Indian context, very little work is being done.

Citation

Deb, M. (2014), "A study on the factors governing retailer–customer long-term relationship", International Journal of Commerce and Management, Vol. 24 No. 3, pp. 257-272. https://doi.org/10.1108/IJCoMA-06-2012-0038