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Article
Publication date: 10 April 2017

Maria-Eugenia Ruiz-Molina, Irene Gil-Saura and David Servera-Francés

This work aims to attempt an in-depth study of the link between relationship benefits and store loyalty, examining the moderating role of the retailer’s degree of…

1713

Abstract

Purpose

This work aims to attempt an in-depth study of the link between relationship benefits and store loyalty, examining the moderating role of the retailer’s degree of innovation in these relations.

Design/methodology/approach

An equations model has been contrasted based on 820 valid individual structured questionnaires administered to consumers of 13 trade names in four retail distribution sectors (food, textile, electronics and household goods).

Findings

The results provide evidence of the positive influence of relationship benefits on store loyalty and in particular the benefits stemming from trust. The links between social and special treatment benefits in relation to loyalty are, however, significantly stronger in the less innovative establishments.

Research limitations/implications

This paper provides evidence of the moderating role of innovation on the relationship between social benefits and special treatment benefits and loyalty.

Practical implications

Technology may be used as a differentiation tool. The retailer should concentrate its investments on information and communications technology solutions that contribute to enhance the customer experience at the point of sale without neglecting the social dimension to increase the benefits of trust and ultimately, customer loyalty.

Originality/value

The paper provides an in-depth examination of the retail innovation variable which is scarcely analysed in the literature, offering support for the idea that innovation at the point of sale plays a moderating role in the links between relational benefits and customer loyalty.

Details

Journal of Services Marketing, vol. 31 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 10 December 2019

Antonio Marín-García, Irene Gil-Saura and M. Eugenia Ruíz-Molina

In the current dynamic and competitive environment in which retail companies operate, store equity is a differentiating factor. In view of the scarce research found…

1324

Abstract

Purpose

In the current dynamic and competitive environment in which retail companies operate, store equity is a differentiating factor. In view of the scarce research found regarding the links between the variables traditionally related to brand equity (store awareness, store image, store perceived quality and store loyalty) and innovation, sustainability and the global retail equity, this study aims to examine these links in depth.

Design/methodology/approach

For a sample of 510 customers of grocery retail establishments and with the help of a structured questionnaire, the relationships between the variables defined in this research were examined using a structural equations model.

Findings

The authors find evidence in favor of the positive influence of innovation and sustainability on the variables related to brand equity. Likewise, store loyalty to the establishment, influenced by store image and perceived quality, emerges as a key variable in the construction of global brand equity.

Research limitations/implications

This study shows that innovation and sustainability have a significant impact on the variables traditionally linked with brand equity.

Practical implications

This research shows that new business models should be created through more innovative and sustainable businesses. In this sense, the managers of retail stores should direct their efforts toward actions aimed at implementing innovation, as well as provide evidence of the sustainability of the store’s activities, with the purpose of improving the perception that consumers have of the store.

Originality/value

The results of this research support the role of store loyalty as key element of brand equity. Also, to the best of authors’ knowledge, this is the first study that addresses the relationship that innovation and sustainability have with the variables linked to store equity.

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 January 1954

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

Abstract

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

Details

Aslib Proceedings, vol. 6 no. 1
Type: Research Article
ISSN: 0001-253X

Article
Publication date: 8 May 2009

Maria‐Eugenia Ruiz‐Molina, Irene Gil‐Saura and Gloria Berenguer‐Contrí

The purpose of this paper is to empirically a model that reflects the different types of relational benefits perceived by customers, as well as the benefits obtained by…

2695

Abstract

Purpose

The purpose of this paper is to empirically a model that reflects the different types of relational benefits perceived by customers, as well as the benefits obtained by the organization in terms of customer loyalty.

Design/methodology/approach

In order to achieve the aim of this paper, a quantitative analysis through a personal survey to consumers for four types of retailing activities is performed. Data are analyzed through factor analysis and a structural equation model is estimated.

Findings

Confidence benefits and special treatment benefits have major influence on customer loyalty towards the retailer. These results are consistent across retail activities.

Research limitations/implications

The present study is limited in its scope and a first approach is considered that it might inspire further research adding new constructs into the model in order to deepen into the analysis of the relationship between customer and retailer relational benefits.

Practical implications

Since the benefits related to purchase risk reduction and confidence are the most influencing on customer loyalty, the retailer should concentrate his efforts in offering guarantees for his products and carrying out communication campaigns for improving corporate image. Also actions providing special treatment benefits might have a positive influence on customer loyalty.

Originality/value

Relational benefits and results for the retailer are studied in four different retail activities.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

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