Subscription in food retail, a new loyalty strategy

L'abonnement dans la grande distribution alimentaire, une nouvelle stratégie de fidélisation

Tannaz Vaziri ()
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Tannaz Vaziri: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours

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Abstract: The aim of this research is to better understand the impact of perceived value towards the program of subscription on the intention to subscribe to a permanent discount program in a food superstore. We also want to understand if the intention to subscribe can build loyalty to the store. We conducted a quantitative study with 244 individuals. We submitted 2 distinct scenarios to the respondents, in order to see the different responses between these two types of subscriptions. This study allowed us to demonstrate that perceived value has a significant impact on the intention to subscribe as well as on attitudinal loyalty, but the type of subscription can also impact this perceived value. Indeed, this analysis allowed us to confirm the mediating role of the intention to subscribe between the perceived value of the subscription and the attachment to the brand.

Keywords: réduction permanente; fidélité Subscription; perceived value; permanent discount; loyalty --------------------Vaziri; valeur perçue; abonnement; abonnement valeur perçue réduction permanente fidélité Subscription perceived value permanent discount loyalty --------------------Vaziri (search for similar items in EconPapers)
Date: 2022-06-23
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Published in Colloque Prix & Valeur 2022, Jun 2022, Tours (France), France

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