The Consumer-Private Labels Bond and the Store Loyalty: The Role of Satisfaction

Abstract

This research aims to understand the relationship between customers' satisfaction with private labels and their loyalty toward the stores that own and sell these private labels. 256 Tunisian customers participated in this research by fulfilling a questionnaire prepared to collect the data about their opinions and attitudes toward private labels and stores that sell these labels. Researchers add customers' trust and customers' attachment with the private labels as a variable mediating the relationships between customers' satisfaction with the brands and customers' loyalty to the stores. Results show that customers' satisfaction with private labels directs customers' loyalty toward stores that sell these labels. While this relation is not affected by the existence of trust and attachment to the private labels. Also, results found that trust with private label doesn't yield to brand attachment. According to research results, researchers recommend marketers to focus their efforts on marketing private labels and satisfying customers' needs in order to gain their loyalty toward the stores which will result in more benefits for the store in general.

Precio percibido, lealtad e intención de compra de marcas blancas: estudio empírico en un supermercado ecuatoriano

“…Se demuestra así, que la lealtad hacia la marca es un indicador para que los minoristas tengan en cuenta la importancia de mantener una buena relación entre el consumidor y la marca, debido a que en la actualidad los clientes son exigentes por la variedad de productos que pueden encontrar en el mercado (Trabelsi, 2020). Hoy en día, es importante que los minoristas lleven un registro de los consumidores, en el que se pueda medir la frecuencia de compra, ya que esta refleja su satisfacción ante la elección de la marca (Springer et al, 2021;Zheng et al, 2021).…”

“…Para los minoristas, desarrollar y lograr mantener buenas relaciones con el cliente y los productos de la marca, son la única forma de permanecer en el mercado. Debido a que, cada día los consumidores son más exigentes por la variedad de productos sustitutos que pueden encontrar (Trabelsi, 2020).…”

Impact of choice attributes perceived by Korean airline passengers on relationship quality during the COVID-19 pandemic

“…The components of relationship quality are satisfaction and trust. Airline users who have built trust in service providers through satisfaction with their products or services are likely to repurchase in the future and they are likely to create new customers by engaging in positive oral activities based on experience (Reichheld & Schefter, 2000;Trabelsi, 2020). Trust is considered a subjective sense that will not produce harmful consequences with the expectation that the one who receives trust can adequately fulfill the words and actions of a person or thing, fulfill promises and play a role.…”

“…Trust is considered a subjective sense that will not produce harmful consequences with the expectation that the one who receives trust can adequately fulfill the words and actions of a person or thing, fulfill promises and play a role. At this time, the level of emotion that the provider believes will fulfill its contract with the buyer contributes to the corporate image or reputation (Kolsaker & Payne, 2002;Morgan & Hunt, 1994;Trabelsi, 2020). The higher the relationship quality, the more trust there is in the organization and the more responsible the customer feels for a mutually beneficial and satisfying relationship (Morgan & Hunt, 1994;Reichheld & Schefter, 2000).…”

Marketing of Private Labels

“…Retailers or store brands are also called private-label brands. These brands are related to the products which are developed by retailers (Trabelsi, 2020). In most of the cases, retailers manufacture the products and perform all the activities related to the products.…”