The paper explores the relationship between customer loyalty to the retail brand and the purchase of non-traditional products and services (NTPS) offered by grocery retailers with their private label (i.e.: over-the-counter products, photo printing, mobile communication services and travel booking). Customer loyalty to the retail brand is measured through its behavioural and cognitive components. A survey was conducted administering a questionnaire to 480 retail customers in two stores belonging to different retail grocers. A binary logistic regression was then applied using the buying of at least one NTPS as dependent variable (1= buy; 0= no buy) and behavioural loyalty and cognitive loyalty as independent variables. Results show that loyal customer are more prone to buy this kind of offer, with cognitive loyalty playing the major role as buying predictor. Theoretical and managerial implications are derived.

Buying non-traditional products and services: the predictive role of customer loyalty to the retail brand / Martinelli, Elisa; Belli, Alex; Marchi, Gianluca. - ELETTRONICO. - unico:(2013), pp. 1-11. (Intervento presentato al convegno 17th International Conference on Reserch in the Distributive Trades tenutosi a Valencia, Spain nel 3rd-5th July 2013).

Buying non-traditional products and services: the predictive role of customer loyalty to the retail brand

MARTINELLI, Elisa;BELLI, ALEX;MARCHI, Gianluca
2013

Abstract

The paper explores the relationship between customer loyalty to the retail brand and the purchase of non-traditional products and services (NTPS) offered by grocery retailers with their private label (i.e.: over-the-counter products, photo printing, mobile communication services and travel booking). Customer loyalty to the retail brand is measured through its behavioural and cognitive components. A survey was conducted administering a questionnaire to 480 retail customers in two stores belonging to different retail grocers. A binary logistic regression was then applied using the buying of at least one NTPS as dependent variable (1= buy; 0= no buy) and behavioural loyalty and cognitive loyalty as independent variables. Results show that loyal customer are more prone to buy this kind of offer, with cognitive loyalty playing the major role as buying predictor. Theoretical and managerial implications are derived.
2013
17th International Conference on Reserch in the Distributive Trades
Valencia, Spain
3rd-5th July 2013
unico
1
11
Martinelli, Elisa; Belli, Alex; Marchi, Gianluca
Buying non-traditional products and services: the predictive role of customer loyalty to the retail brand / Martinelli, Elisa; Belli, Alex; Marchi, Gianluca. - ELETTRONICO. - unico:(2013), pp. 1-11. (Intervento presentato al convegno 17th International Conference on Reserch in the Distributive Trades tenutosi a Valencia, Spain nel 3rd-5th July 2013).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/959491
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