6533b7d4fe1ef96bd1261f1b

RESEARCH PRODUCT

Understanding moderating effects in increasing share-of-wallet and word-of-mouth : A case study of Lidl grocery retailer

Juho HäkkinenAijaz A. ShaikhKarjaluoto Heikki

subject

asiakastyytyväisyysmedia_common.quotation_subjectarvostusmoderating effectsWord of mouthContext (language use)Customer relationship managementarvoShare of walletsuusta suuhun viestintä0502 economics and businessLoyaltyasiakaskokemusSocial mediaword of mouthta512Consumer behaviourperceived valuemedia_commonMarketingbusiness.industryarvonluonti05 social sciencessatisfactionAdvertisingasiakasuskollisuusA sharearvo (ominaisuudet)share of wallet050211 marketingbusinessPsychology050203 business & management

description

This study examines how five moderating variables (the length of the customer relationship, following a company in print media and on social media, remembering online advertisements, and the customer’s age) affect the relationships between perceived value and loyalty and satisfaction and loyalty in the grocery retailing sector. A series of hypotheses were developed and tested with a sample of 2,072 discount retailer customers in Finland. The results support all the direct effects hypotheses and show that perceived value and satisfaction both have a positive effect on loyalty, measured as a share of wallet and word of mouth and that the effect of perceived value tends to be stronger in the study context. Also, the five moderating variables have a positive moderating effect on the linkages between perceived value and eWOM and between satisfaction and eWOM. Theoretical and managerial implications, limitations, and future research directions are presented. peerReviewed

yearjournalcountryeditionlanguage
2018-09-01Journal of Retailing and Consumer Services
10.1016/j.jretconser.2018.05.009https://doi.org/10.1016/j.jretconser.2018.05.009