Les effets des activités promotionnelles et du service logistique sur la satisfaction et l’engagement des détaillants

Samy Belaïd () and Jérôme Lacoeuilhe ()
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Samy Belaïd: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Jérôme Lacoeuilhe: UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: The effect of logistics and promotional activities on retailer satisfaction and commitment Logistical and promotional activities are two key instruments manufacturers can use to increase retailer satis- faction and commitment. Relationships between logistical and promotional activities and retailer satisfaction and commitment are explored using data from a survey of tobacco product retailers. Results support the positive association between logistics and promotional activities and retailer satisfaction, which mediates the relationship with retailer commitment. Survey data also suggest the presence of an interaction between logistics and promo- tional activities. A number of best practices are suggested for manufacturers wishing to increase their retailers' commitment.

Keywords: tobacco pro- ducts.; retailer commitment; retailer satisfaction; logistics services; trade promotions; sales force; engagement; satisfaction; activités promotionnelles; service logistique; produits du tabac. (search for similar items in EconPapers)
Date: 2018-07-06
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Published in Décisions Marketing, 2018, 90, pp.75-89. ⟨10.7193/DM.090.55.73⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308066

DOI: 10.7193/DM.090.55.73

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