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Retail Store Loyalty Management via an Analysis of Heterogeneity of the Service Elements

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This paper follows a line of research opened up by a series of authors who use a marketing approach for the study of retail service productivity. Without departing from the line of reasoning established by these authors, the main purpose of this paper is to detect possible differences in marketing productivity within and between different types of retailing services, using a research model that includes both the firm's effort and that of the customer. The two services selected for this purpose are grocery outlets and petrol stations.
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Keywords: Retailing services; consumer satisfaction; grocery retailer; petrol stations; productivity; store loyalty; structural equation modelling

Document Type: Research Article

Publication date: 01 October 2004

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