Creating commitment and loyalty behavior among retailers: what are the roles of service quality and satisfaction?

  • Beth Davis-Sramek
  • Cornelia Droge
  • John T. Mentzer
  • Matthew B. Myers
Original Empirical Research

Abstract

As a result of weakening brand image/loyalty, little differentiation, and intense price competition, manufacturers are now increasingly pressed to ensure retailers’ shelf space and/or salesperson attention. This research contributes to the literature by empirically examining an underrepresented body of literature in the B2B context—retailer loyalty. Specifically, this study fills a gap by investigating retailer evaluations of the technical and relational dimensions of a manufacturer’s order fulfillment service quality as predictors of retailer satisfaction, affective versus calculative commitment, and ultimately loyalty behavior. Results suggest that both technical and relational order fulfillment service quality influence satisfaction, which in turn positively affects both affective and calculative commitment. By separating the affective and calculative dimensions, loyalty behavior is associated directly only with affective commitment. Further examination reveals that relational order fulfillment service quality has a direct impact on affective commitment. When the sample was split based on “share of wallet,” results suggest that satisfaction impacts both affective and calculative commitment, regardless of “share of wallet.” For “high share” retailers, the positive relationship of calculative to affective commitment creates an indirect route (through affective commitment) by which calculative commitment affects behavioral loyalty.

Keywords

B2B relationships Retailer loyalty Service quality Order fulfillment service quality Satisfaction 

Copyright information

© Academy of Marketing Science 2009

Authors and Affiliations

  • Beth Davis-Sramek
    • 1
  • Cornelia Droge
    • 2
  • John T. Mentzer
    • 3
  • Matthew B. Myers
    • 4
  1. 1.Assistant Professor, Department of MarketingUniversity of LouisvilleLouisvilleUSA
  2. 2.Professor of Marketing, The Eli Broad College of BusinessMichigan State UniversityEast LansingUSA
  3. 3.Bruce Excellence Chair of Business, Department of Marketing and LogisticsUniversity of TennesseeKnoxvilleUSA
  4. 4.Nestle Professor of Marketing, Department of Marketing and LogisticsUniversity of TennesseeKnoxvilleUSA

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