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I prodotti/servizi "extra" nel rapporto insegna-cliente

Author

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  • Elisa Martinelli

Abstract

L?articolo si propone di analizzare l?impatto dell?offerta di prodotti/servizi tradizionalmente estranei alla proposta della GDO del largo consumo - cd "Extra" - sul rapporto insegna-cliente. A questo scopo vengono presentati i risultati emersi da un?indagine campionaria in-store condotta per comprendere il riscontro che questa tipologia di offerta ottiene presso la clientela ed il ritorno che ne pu? derivare all?insegna, anche in termini di impatto sul livello complessivo di fedelt? comportamentale e conativa. Ne emergono interessanti implicazioni manageriali sia relativamente alla comprensione dei fattori/ leve di marketing su cui agire per raccogliere i principali benefici derivanti dalla nuova proposta, sia in termini di considerazioni competitive in ottica di rivalit? inter-type.

Suggested Citation

  • Elisa Martinelli, 2010. "I prodotti/servizi "extra" nel rapporto insegna-cliente," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2010(4), pages 145-163.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2010-004009
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