The impact of no-core products and services in the retailer-customer relationship
Journal title MERCATI E COMPETITIVITÀ
Author/s Elisa Martinelli
Publishing Year 2010 Issue 2010/4
Language Italian Pages 19 P. 145-163 File size 486 KB
DOI 10.3280/MC2010-004009
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The paper aims at analysing the effects deriving from the offer of no-core products and services by grocery retailers on the relationship with their customers. To this aim, a survey on a sample of retail customers has been conducted in-store in order to check the customers’ answer to this offer and the possible benefits for the retailer, also in terms of the overall level of customer satisfaction and behavioural loyalty developed. Managerial implications are discussed in order to underline the strategic logics and marketing tools to be used to get the best results from the new offer and to derive the consequent implications in terms of inter-type competition.
Keywords: No-core products and services; retailer-customer relationship; customer satisfaction; behavioural loyalty; grocery retailing; inter-type competition
- The role of customer loyalty as a brand extension purchase predictor Elisa Martinelli, Alex Belli, Gianluca Marchi, in The International Review of Retail, Distribution and Consumer Research /2015 pp.105
DOI: 10.1080/09593969.2014.940997
Elisa Martinelli, I prodotti/servizi "extra" nel rapporto insegna-cliente in "MERCATI E COMPETITIVITÀ" 4/2010, pp 145-163, DOI: 10.3280/MC2010-004009