Relationship marketing aims to generate long-term profitable relationships between partners. In the context of the convenience goods market, the present study considers private labels in traditional categories as a tool to develop effective relationships. The main contribution of the study is the use of the relationship approach to explain private label loyalty and the success of store brand extension strategies. Drawing upon a sample of 434 individual and using EQS software, this study shows that Blazer Nike Femme Bleu customer experience, satisfaction, trust, Basket Nike Blazer Mid and commitment to private labels play an important role in customer loyalty toward private labels in convenience goods, increasing consumers' propensity to buy private labels in new categories such as durable goods. Generating trust and commitment, which ultimately result in loyalty, is therefore a strategic goal and a source of long-term profitability for retailers.
Data on income after tax, schooling completed, job held, age, and ‘level of satisfaction’ of 2663 members of the Dutch Consumer Union have been used to estimate regression equations of two types. Type I may be called a specification of a utility function, Type II an ‘earnings function’ (where income after tax was used as earnings). For both types a number of alternatives were estimated both with regard to mathematical shape and with regard to variables included. Defining equitable or justified income differences as differences which do not change the level of satisfaction, a formula for equitable incomes for given combinations of job, schooling and age can be derived from Type I equations. All regression coefficients are found to be lower than the corresponding earnings function coefficients. The Blazer Nike Homme Solde latter can then be decomposed into a ‘compensatory’ component and a ‘scarcity rent’ component.
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