Understanding moderating effects in increasing share-of-wallet and word-of-mouth: A case study of Lidl grocery retailer
Understanding moderating effects in increasing share-of-wallet and word-of-mouth: A case study of Lidl grocery retailer
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了解增加钱包份额和口碑的调节效应：Lidl 杂货零售商的案例研究
DOI：
10.1016/j.jretconser.2018.05.009
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发表时间：
2018
影响因子：
10.4
通讯作者：
Juho Häkkinen
中科院分区：
文献类型：
--
作者：
A. Shaikh;Heikki Karjaluoto;Juho Häkkinen
本研究探讨如何五个调节变量（客户关系的长度，以下公司在印刷媒体和社交媒体上，记住在线广告，和客户的年龄）影响感知价值和忠诚度和满意度和忠诚度之间的关系在杂货零售业。一系列的假设和测试的样本2072折扣零售商在芬兰的客户。结果支持所有的直接影响的假设，并表明，感知价值和满意度都有积极的影响忠诚度，衡量的份额钱包和口碑，感知价值的影响往往是更强的研究背景下。此外，五个调节变量对感知价值与网络口碑之间的联系以及满意度与网络口碑之间的联系具有正向调节作用。理论和管理的影响，局限性和未来的研究方向。
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 2072 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.