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Antecedents of retailer loyalty: Simultaneously investigating channel push and consumer pull effects

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  • Chiou, Jyh-Shen
  • Wu, Lei-Yu
  • Chuang, Min-Chieh

Abstract

This study includes information technology (IT) related industries as the focus and aims to examine the antecedents of retailer loyalty toward brand owners by simultaneously investigating push and pull effects in the channel system. The study interviews 274 independent retailers who sell IT related products to end consumers. The results show that the retailer perceived value of selling the brand owner's products plays a pivotal role in promoting their loyalty toward the brand owners. Retailer loyalty toward brand owners comes directly from brand owners' push efforts, and indirectly from pull effects. Additionally, the specific asset invested by each party (brand owners, retailers, and customers) strengthens the relationship within each other in the channel system.

Suggested Citation

  • Chiou, Jyh-Shen & Wu, Lei-Yu & Chuang, Min-Chieh, 2010. "Antecedents of retailer loyalty: Simultaneously investigating channel push and consumer pull effects," Journal of Business Research, Elsevier, vol. 63(4), pages 431-438, April.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:4:p:431-438
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    Cited by:

    1. Watson, George F. & Worm, Stefan & Palmatier, Robert W. & Ganesan, Shankar, 2015. "The Evolution of Marketing Channels: Trends and Research Directions," Journal of Retailing, Elsevier, vol. 91(4), pages 546-568.
    2. Bimal Kumar Sett & Bikash Koli Dey & Biswajit Sarkar, 2020. "The Effect of O2O Retail Service Quality in Supply Chain Management," Mathematics, MDPI, vol. 8(10), pages 1-36, October.
    3. Karjaluoto, Heikki & Jayawardhena, Chanaka & Leppäniemi, Matti & Pihlström, Minna, 2012. "How value and trust influence loyalty in wireless telecommunications industry," Telecommunications Policy, Elsevier, vol. 36(8), pages 636-649.
    4. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    5. Padgett, Daniel & Hopkins, Christopher D. & Williams, Zac, 2020. "Buyer dependence in B2B relationships: The role of supplier investments, commitment form, and trust," Journal of Business Research, Elsevier, vol. 119(C), pages 13-24.
    6. Majid M. Goaill & Selvan Perumal & Nor Azila M. Noor, 2013. "The Moderating Effect of Strength of Manufacturer's Brands on the Relationship between Retailer’s Relationship Satisfaction and Commitment: A Theoretical Model," International Review of Management and Marketing, Econjournals, vol. 3(3), pages 93-101.
    7. Kim, Hyung Jin & Kim, Inchan & Lee, Hogeun, 2016. "Third-party mobile app developers’ continued participation in platform-centric ecosystems: An empirical investigation of two different mechanisms," International Journal of Information Management, Elsevier, vol. 36(1), pages 44-59.

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