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Le componenti della fedelt? all?insegna nel retail grocery: un modello multidimensionale

Author

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  • Elisa Martinelli
  • Donata Tania Vergura

Abstract

L?articolo propone un modello multidimensionale di fedelt? all?insegna di retail grocery in cui le sue componenti - cognitiva, affettiva, conativa e comportamentale - sono legate in sequenza causale. Al contempo, l?atteggiamento verso l?insegna ? fattore che agisce in via diretta, oltre che mediata, sulla fedelt? comportamentale. Il contributo chiarisce pertanto la concettualizzazione del costrutto di customer loyalty analizzando il ruolo delle sue componenti e le relazioni tra le stesse. Il modello ? testato applicando la tecnica SEM ai dati raccolti somministrando un questionario strutturato ad un ampio campione di acquirenti in-store. I risultati suffragano la bont? del modello ed offrono spunti di riflessione sul piano delle implicazioni teoriche e manageriali di marketing.

Suggested Citation

  • Elisa Martinelli & Donata Tania Vergura, 2015. "Le componenti della fedelt? all?insegna nel retail grocery: un modello multidimensionale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 45-65.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-002004
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    References listed on IDEAS

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