Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: The impact of user-generated content on customer loyalty in food and beverages retail : an empirical study
Authors: Seiler, Roger
Beurer-Züllig, Bettina
Rozumowski, Anna
et. al: No
DOI: 10.33423/jabe.v22i9.3666
Published in: Journal of Applied Business and Economics
Volume(Issue): 22
Issue: 9
Page(s): 38
Pages to: 47
Issue Date: 2020
Publisher / Ed. Institution: North American Business Press
ISSN: 1499-691X
Language: English
Subjects: Food retail; User-generated content; Customer loyalty; Experiment
Subject (DDC): 658.8: Marketing management
Abstract: This study analyses the effect of user-generated content (UGC) on the loyalty of UGC recipients in a European retail environment. An online experiment was conducted, which returned 1,074 completed questionnaires. Intensive involvement with UGC significantly increases the affective loyalty of retail customers, but no significant effect was found on conative loyalty. Furthermore, trust in UGC results in significantly higher conative and affective loyalty levels. Specifically, we reveal differences in the loyalty dimensions of millennials, with UGC significantly impacting affective loyalty in this age group. Our results suggest that UGC contributes to customer loyalty and patronage in a retail setting.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

Files in This Item:
There are no files associated with this item.

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.