Regional Product Assortment and Customer Loyalty to the Point Of Sale

Authors

  • Amira Ben Messaoud Faculty of Economics and Management of Jendouba, Jendouba University, Tunisia
  • Mohsen Debabi

DOI:

https://doi.org/10.17722/jorm.v6i2.684

Keywords:

product assortment, regonial product, loyalty, point of sale, commitment, attachment

Abstract

This paper reports the results of a quantitative study of the effect of regional product assortment on loyalty to the point of sale. In this study, we found that availability of local regional products in an assortment positively influences commitment and loyalty to the point of sale. In addition, we found that commitment mediates the effect of an assortment containing a regional product on loyalty. Finally, we found that it is possible to think of a person attached to a brand without this latter showing an observed loyalty behavior.

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Published

2016-08-31

How to Cite

Ben Messaoud, A., & Debabi, M. (2016). Regional Product Assortment and Customer Loyalty to the Point Of Sale. Journal of Research in Marketing (ISSN: 2292-9355), 6(2), 445–452. https://doi.org/10.17722/jorm.v6i2.684