Satisfaction and Loyalty to Suppliers within the Grocery Trade

Satisfaction and Loyalty to Suppliers within the Grocery Trade Increased concentration within the retail trade may have great, negative consequences for a supplier if its relationship to a chain dissolves. The objective of this study is to develop an understanding of the way in which the supplier′s use of the marketing mix components (salesforce, product, profitability and marketing support) affects the satisfaction and loyalty of the retailers. Assesses this relationship by drawing on relationship formation within a channel of distribution theory, an empirical testing, using multiple regression analysis, on a sample of Norwegian supermarkets. The results indicate that satisfaction and loyalty are influenced differently by the marketing mix components. Satisfaction is found to be associated mainly with factors representing co‐operativeness and interpersonal contact, while loyalty is associated with elements expressing dependency, sources of power and stakes in the relationship. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Satisfaction and Loyalty to Suppliers within the Grocery Trade

European Journal of Marketing, Volume 27 (7): 18 – Aug 1, 1993

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Publisher
Emerald Publishing
Copyright
Copyright © 1993 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569310040334
Publisher site
See Article on Publisher Site

Abstract

Increased concentration within the retail trade may have great, negative consequences for a supplier if its relationship to a chain dissolves. The objective of this study is to develop an understanding of the way in which the supplier′s use of the marketing mix components (salesforce, product, profitability and marketing support) affects the satisfaction and loyalty of the retailers. Assesses this relationship by drawing on relationship formation within a channel of distribution theory, an empirical testing, using multiple regression analysis, on a sample of Norwegian supermarkets. The results indicate that satisfaction and loyalty are influenced differently by the marketing mix components. Satisfaction is found to be associated mainly with factors representing co‐operativeness and interpersonal contact, while loyalty is associated with elements expressing dependency, sources of power and stakes in the relationship.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 1993

Keywords: Channel relationships; Distribution channels; Norway; Relationship marketing; Retail trade; Salesforce

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