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Retail positioning through customer satisfaction: an alternative explanation to the resource-based view

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journal contribution
posted on 17.06.2019, 11:13 authored by Lisa Qixun Siebers, Tao ZhangTao Zhang, Fei Li
Through exploring factors influencing effective retail positioning strategies in an emerging market environment, this paper challenges the role of isolation mechanism and heterogeneous idiosyncrasy argued by the resource-based view (RBV) theory. By drawing on a sample of 11,577 customers from hypermarkets, electronic appliance specialty stores and department stores in major Chinese cities, we set up 10 hypotheses and confirm a nine-item model for customer-oriented retail positioning (perceived price, store image, product, shopping environment, customer service, payment process, after-sales service, store policies and shopping convenience). Our results show that different retail formats achieve success through the implementation of similar positioning strategies, in which case, it is not heterogeneity but homogeneity that contributes to retailers' success greatly at the development stage of retail expansion. Our results challenge previously proved effectiveness of inimitability to success by the RBV, and support homogenous idiosyncrasy of retailers in the implementation of customer-oriented positioning strategies in an emerging market.

Funding

China Retail Research Centre, Tsinghua University, China (Grant ID 100004003).

History

School

  • Loughborough University London

Published in

Journal of Strategic Marketing

Volume

21

Issue

7

Pages

559 - 587

Citation

SIEBERS, L.Q., ZHANG, T. and LI, F., 2013. Retail positioning through customer satisfaction: an alternative explanation to the resource-based view. Journal of Strategic Marketing, 21 (7), pp.559-587.

Publisher

© Taylor & Francis

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2013

Notes

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 28 August 2013, available online: http://www.tandfonline.com/10.1080/0965254X.2013.817478.

ISSN

0965-254X

eISSN

1466-4488

Language

en