[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/eme/ejmbep/ejmbe-10-2017-017.html
   My bibliography  Save this article

Enriching the ECSI model using brand strength in the retail setting

Author

Listed:
  • Paraskevi Sarantidou
Abstract
Purpose - The purpose of this paper is to investigate the role of the retailer’s brand strength as a potential predictor of loyalty. It also examines the role of customer satisfaction (CS) to the retailer’s loyalty as well as its impact on the retailer’s brand strength. Design/methodology/approach - The study was conducted in the grocery context and in a market under recession using the European Customer Satisfaction Index (ECSI) model. Data were collected through a telephone survey from 2,000 participants responsible for the household grocery shopping with a quota of 250 respondents from each of the leading grocery retailers in Greece. A formative measurement model was developed and the collected data were analyzed using partial least square path modeling. Findings - The findings revealed that the strength of the retailer’s brand and CS influence retail loyalty and that brand strength mediate the strength of CS to loyalty. Results also suggested that the expectations and the perceptions toward the retailer’s product offering are the most important drivers of CS and loyalty. Thus, the study has proved the importance of the functional store attributes to CS and loyalty in the grocery store setting. Originality/value - Research examining the suitability of the ECSI model in the grocery setting and in a market under economic crisis is scarce. This paper addresses these shortcomings by examining a customer loyalty model which incorporates the brand strength construct and investigates the role of brand strength as a potential predictor of loyalty as well as the role of CS in the brand strength and loyalty.

Suggested Citation

  • Paraskevi Sarantidou, 2017. "Enriching the ECSI model using brand strength in the retail setting," European Journal of Management and Business Economics, Emerald Group Publishing Limited, vol. 26(3), pages 294-312, October.
    • Handle: RePEc:eme:ejmbep:ejmbe-10-2017-017
    DOI: 10.1108/EJMBE-10-2017-017
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/EJMBE-10-2017-017/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://www.emerald.com/insight/content/doi/10.1108/EJMBE-10-2017-017/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: no
    File URL: https://libkey.io/10.1108/EJMBE-10-2017-017?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Leila MOHAMMED EL HADJ & Djalel Eddine YAHIAOUI & Abir SAYAH, 2024. "Proposal of a Customer Satisfaction Index Model (Part of the Antecedents) Adopted to the Algerian Context," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 9(1), pages 41-60, February.
    2. Marlini Moodley & Sershan Naidoo, 2023. "Factors Contributing to Online or In-store Shopping among Academics from a Private Higher Education Institution in South Africa," International Review of Management and Marketing, Econjournals, vol. 13(6), pages 19-28, November.
    3. Hugo Ribeiro & Belém Barbosa & António C. Moreira & Ricardo Rodrigues, 2024. "A closer look at customer experience with bundle telecommunication services and its impacts on satisfaction and switching intention," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 668-686, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:ejmbep:ejmbe-10-2017-017. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.