Search results

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.

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).

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.

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

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.

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.

Innovation and sustainability are two key factors for retailers seeking a competitive advantage. However, the way in which the joint effect of both of these variables impacts consumer satisfaction is still unknown. To address this gap, based on the concept of sustainability-oriented service innovation (SOSI), the authors introduce a new construct named sustainability-oriented commerce innovation (SOCI) in the context of the retail sector.

The relationships between the variables defined in this research were examined using a structural equations model for 510 customers of grocery retail establishments.

The authors find support for a direct positive impact of SOCI on customer satisfaction and an indirect impact through store equity. These chained effects are modified according to the client participation in the development of sustainable and innovative initiatives.

This research analyses the joint effect of innovation and sustainability in the retail context by introducing a new concept – SOCI – and a scale for its measurement whose psychometric properties are validated.

The study of sustainability in retail has experienced an exponential interest in recent years as a result of greater awareness on the part of consumers of the negative effects of the current way of producing and consuming on society and the environment. This work examines the heterogeneous evaluation based on behavioural variables in retail trade and how consumer perceptions towards sustainable practices implemented in stores can influence the overall store equity.

The authors propose a theoretical model based on the literature, tested through a mixed regression model in a sample of 510 customers of food retail establishments.

The dimensions of sustainability are postulated as driving forces of brand equity towards the retail establishment. Specifically, social sustainability shows a greater impact on consumer perception, being the main factor in the development of the store's brand equity. Furthermore, the analysis of unobserved heterogeneity identifies three latent classes in which the effects of perceptions on sustainable retail activities vary across consumer segments.

The study analyses in a single model the effect of sustainability dimensions on store equity from the consumer's perspective, analysing the differences between these relationships as a consequence of the unobserved heterogeneity of consumers.

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.

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.

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.

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

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.

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.

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

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.

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.

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

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.

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.

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