Le componenti della fedeltà all’insegna nel retail grocery: un modello multidimensionale

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Elisa Martinelli, Donata Tania Vergura
Anno di pubblicazione 2015 Fascicolo 2015/2
Lingua Italiano Numero pagine 21 P. 45-65 Dimensione file 652 KB
DOI 10.3280/MC2015-002004
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L’articolo propone un modello multidimensionale di fedeltà all’insegna di retail grocery in cui le sue componenti - cognitiva, affettiva, conativa e comportamentale - sono legate in sequenza causale. Al contempo, l’atteggiamento verso l’insegna è fattore che agisce in via diretta, oltre che mediata, sulla fedeltà comportamentale. Il contributo chiarisce pertanto la concettualizzazione del costrutto di customer loyalty analizzando il ruolo delle sue componenti e le relazioni tra le stesse. Il modello è testato applicando la tecnica SEM ai dati raccolti somministrando un questionario strutturato ad un ampio campione di acquirenti in-store. I risultati suffragano la bontà del modello ed offrono spunti di riflessione sul piano delle implicazioni teoriche e manageriali di marketing.;

Keywords:Fedeltà all’insegna, atteggiamento verso l’insegna, soddisfazione della clientela, fedeltà affettiva, fedeltà conativa, retail grocery.

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  • Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences Elisa Martinelli, Donata Tania Vergura, pp.33 (ISBN:9781799814122)

Elisa Martinelli, Donata Tania Vergura, Le componenti della fedeltà all’insegna nel retail grocery: un modello multidimensionale in "MERCATI & COMPETITIVITÀ" 2/2015, pp 45-65, DOI: 10.3280/MC2015-002004