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Le componenti della fedeltà all’insegna nel retail grocery: un modello multidimensionale
Titolo Rivista: MERCATI & COMPETITIVITÀ 
Autori/Curatori: Elisa Martinelli, Donata Tania Vergura 
Anno di pubblicazione:  2015 Fascicolo: Lingua: Italiano 
Numero pagine:  21 P. 45-65 Dimensione file:  652 KB
DOI:  10.3280/MC2015-002004
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L’articolo propone un modello multidimensionale di fedeltà 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 è fattore che agisce in via diretta, oltre che mediata, sulla fedeltà 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 è testato applicando la tecnica SEM ai dati raccolti somministrando un questionario strutturato ad un ampio campione di acquirenti in-store. I risultati suffragano la bontà del modello ed offrono spunti di riflessione sul piano delle implicazioni teoriche e manageriali di marketing.


Keywords: Fedeltà all’insegna, atteggiamento verso l’insegna, soddisfazione della clientela, fedeltà affettiva, fedeltà conativa, retail grocery.

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Elisa Martinelli, Donata Tania Vergura, in "MERCATI & COMPETITIVITÀ" 2/2015, pp. 45-65, DOI:10.3280/MC2015-002004

   

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