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Kamis, 04 Juli 2013

TRUST, LOYALTY, AND FOOD RETAILERS: THE CONSUMER PERSPECTIVE

Michelle A. Morganosky & Brenda J. Cude

ABSTRACT
Proponents of relationship marketing seek to develop and maintain long term ties to their
suppliers and customers in the hope of ensuring a more consistent flow of goods, encouraging channel members to act more like partners than adversaries, and increasing the likelihood of having a loyal customer base. Trust plays a crucial role in relationship marketing both with suppliers and consumers.
In this paper, we examine trust and loyalty issues relevant to the food retailer/consumer relationship.
Interviews were conducted with 300 consumers in a medium size market and focus groups were
conducted in two major metropolitan markets and one medium size market. Through the interviews, we were able to identify high levels of cross-shopping between supermarket, supercenter, and warehouse club formats and low levels of loyalty overall. For example, 60% of the supermarket customer base is shared with supercenters. Although the specific options focus group participants mentioned varied, the majority said they do shop a wide variety of formats. Food retail options mentioned in addition to supermarkets, supercenters, limited line discount stores, and warehouse clubs included ethnic markets, school fund raisers such as Market Days, direct sell truck vendors, and mail order meats. After completing an analysis of the focus group interviews, a number of themes emerged related to trust and loyalty issues. These included the accuracy of prices when products are scanned, loyalty to store personnel based on familiarity, use and abuse of store “loyalty” cards, availability of advertised specials, and accuracy/readability of shelf pricing. Quite surprisingly, health and food safety issues were rarely mentioned except for purchasing meat from limited-line discount stores or direct sell truck vendors.
Several issues emerged in relationship to specific types of retail formats. For example, supercenters
were chided for their bigness and potential negative impact on smaller retailers. The believability of how “good a deal” one really gets by shopping at warehouse clubs was also questioned due to the difficulty of comparing prices based on different sizes and/or quantities. Trust issues surrounding on-line shopping primarily focus on selection factors (discomfort with someone else making the selection for you). None of the focus group participants had actually purchased groceries from an on-line service.
Therefore, we collaborated with a major supermarket chain offering on-line grocery shopping and
surveyed over 200 consumers that were buying groceries on-line. The product categories that
respondents were least trustful of purchasing on-line included meats, produce, and perishables.
Managerial implications from this study are fairly straight forward. Attention to the details of doing
business need to be attended to with zeal. What appears to be a “small” mistake in the mind of the
retailer (e.g., inaccurate price scan) is a very big mistake within the psychology of the consumer,
resulting in a lack of trust. Numerous choices and a diverse array of food retail formats are available to consumers. Attending to the details of the food retail business (accurate pricing, product availability, continuity of personnel) is an important way to build trust in the consumer/retailer relationship.

INTRODUCTION
It is generally agreed that the number of food retail options available to consumers is expanding.
According to Kinsey and Senauer (1996) the entire food system is in a dynamic period of change.
They attribute these changes in part to fundamental shifts in consumer wants and needs and increased
availability of information technology. Kinsey and Senauer believe the food system in the U.S. market is shifting from a producer-driven focus to one that is more consumer-driven. They describe a shifting of power from the manufacturer to the retailer because retailers are now the first to receive information about consumers’ specific preferences. After reviewing ten years of data on consumers’ food shopping and consumption patterns, Jones (1996) concludes that consumers have changed and that the most notable change is in their patronage of food retail outlets other than supermarkets. To get a more complete picture of consumers’ food shopping and loyalty issues, Jones suggests that we look outside the supermarket arena and study how consumers use various food retail outlets to satisfy their needs and wants. Binkley and Connor (1998) argue that the changing retail food landscape, in which groceryproduct competition is no longer confined to supermarkets, is strongly shaped by the emergence of new retail formats such as supercenters and warehouse clubs. Many believe the emergence of these new . . . . . . . . . . . . . . . . (baca selengkapnya)


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1 komentar:

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