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Who Owns The Customer? Disentangling Customer Loyalty in Indirect Distribution Channels
Presenter: Laura Chen10122617Instructor: Dr. Teresa HsuDec. 1, 2012
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Eggert, A., Henseler, J., & Hollmann, S. (2012).Who owns the customer? Disentangling customer loyalty in indirect distribution channels.Journal of supply chain management, 48 (2), 75-92.
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Introduction
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Introduction
Today the potential interplay between brand and distributor loyalty is still a blind spot in supply chain management.
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Introduction
To understand whether and how brand and distributor loyalty impact each other in indirect distribution channels
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Literature ReviewCustomer loyalty can be defined as an “intention to perform a diverse set of behaviors that signal a motivation to maintain a relationship.” (Sirdeshmukh, Singh & Sabel, 2002)
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Information Integration Theory(Carlson & White, 2008)
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Conceptual Model
(Knney, 1996)
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Step 1Step 1Step 1Step 1 Step 3Step 3Step 3Step 3Step 2Step 2Step 2Step 2
500 responses (overall response rate = 25.2 %)
500 responses (overall response rate = 25.2 %)
339 questionnaires were selected for empirical study
339 questionnaires were selected for empirical study
Pilot study with 48 respondents + Final survey to 1982 dental practices
Pilot study with 48 respondents + Final survey to 1982 dental practices
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Overall, I am very satisfied with our primary supplier.
I am very pleased with the performance of our primary
burr brand.
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CFA = Confirmatory Factor Analysis Evaluated
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H1: Brand loyalty has a positive effect on distributor loyalty.
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H2: Distributor loyalty has a positive effect on brand loyalty.
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H3: Brand loyalty has a positive effect on channel switching.
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H4 :Distributor loyalty has a negative effect on channel switching.
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H5 : Channel switching is more likely to occur if brand loyalty exceeds distributor loyalty.
B3 + B4 = 0
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Channel Channel SwitchingSwitching
Brand Brand loyaltyloyalty
DistributorDistributor loyaltyloyalty
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The empirical study confirms that brand and distributor loyalty should be consider two distinct yet interrelated constructs in channel research.
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Focused only on one product category. Channel switching can become more complex if customers purchase across several product.
Noticed that the model can only be applied to a single industry.
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THANK YOU!
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