IDEAS home Printed from
   My bibliography  Save this article

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


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


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

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    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.
    Full references (including those not matched with items on IDEAS)


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

    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.


    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:eee:jbrese:v:63:y:2010:i:4:p:431-438. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: .

    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.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.