In order to help retailers in developing long-term relationships with customers, the authors develop and test a model investigating which are the main antecedents of store trust and analyzing the moderating effect of trust on the relationship between the retailing mix levers and store loyalty. Data have been collected in three sectors with different level of commitment toward the product category sold in the store: grocery, fashion and pharmaceutical. Data analysis is still in progress, hence the paper presents some preliminary results on the fashion sector. These results identify private label as the main antecedent of trust, and show a scarce importance of the assortment in developing trust. Assortment appears as a key determinant of store loyalty, but only for customers that show a high trust in the store.
Store trust's antecedents and impacts on store loyalty: some preliminary results in the fashion sector
GROSSO, MONICA;CASTALDO, SANDRO;PREMAZZI, KATIA
2010
Abstract
In order to help retailers in developing long-term relationships with customers, the authors develop and test a model investigating which are the main antecedents of store trust and analyzing the moderating effect of trust on the relationship between the retailing mix levers and store loyalty. Data have been collected in three sectors with different level of commitment toward the product category sold in the store: grocery, fashion and pharmaceutical. Data analysis is still in progress, hence the paper presents some preliminary results on the fashion sector. These results identify private label as the main antecedent of trust, and show a scarce importance of the assortment in developing trust. Assortment appears as a key determinant of store loyalty, but only for customers that show a high trust in the store.
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