Fedeltà della clientela ed estensione dell'offerta a marca commerciale nel retail

The paper investigates the possible existence of higher levels of retailer brand loyalty within buyers of non-traditional retail products and services compared to non-buyers. Behavioral loyalty, cognitive loyalty, affective loyalty and conative loyalty are the macro-constructs of retailer brand loyalty investigated.To this aim, a quantitative research has been conducted, collecting a sample of 320 interviews to retail customers through a structured questionnaire administered in-store. Interviewees were equally divided in buyers and non-buyers of non-traditional retail products and services. Findings evidence that buyers of non-traditional retail products and services possess higher level of retail customer loyalty compared to non-buyers. Scientific and managerial implications are derived.