Understanding moderating effects in increasing share-of-wallet and word-of-mouth : A case study of Lidl grocery retailer
Shaikh, A. A., Karjaluoto, H., & Häkkinen, J. (2018). Understanding moderating effects in increasing share-of-wallet and word-of-mouth : A case study of Lidl grocery retailer. Journal of Retailing and Consumer Services, 44, 45-53. https://doi.org/10.1016/j.jretconser.2018.05.009
Published in
Journal of Retailing and Consumer ServicesDate
2018Copyright
© 2018 Elsevier Ltd.
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.
Publisher
ElsevierISSN Search the Publication Forum
0969-6989Keywords
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https://converis.jyu.fi/converis/portal/detail/Publication/28087838
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