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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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    References listed on IDEAS

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    1. Erin Anderson & Barton Weitz, 1989. "Determinants of Continuity in Conventional Industrial Channel Dyads," Marketing Science, INFORMS, vol. 8(4), pages 310-323.
    2. Schurr, Paul H & Ozanne, Julie L, 1985. " Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Oxford University Press, vol. 11(4), pages 939-953, March.
    3. Spekman, Robert E., 1988. "Perceptions of strategic vulnerability among industrial buyers and its effect on information search and supplier evaluation," Journal of Business Research, Elsevier, vol. 17(4), pages 313-326, December.
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    Cited by:

    1. 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.
    2. repec:eee:jouret:v:91:y:2015:i:4:p:546-568 is not listed on IDEAS
    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.

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