The effect of relationship marketing strategies on supermarket brand equity in Ho Chi Minh City
Main Article Content
Abstract
In the context of intense competition in the retail industry, the issue of enhancing supermarket brand equity is of interest to researchers and managers. This article applies the S-O-R framework (Stimuli - Organism - Response) to study supermarket brand equity in HCM City. The article combines qualitative and quantitative research methods. Structural equation modeling (SEM) was employed to test research hypotheses with a data set of 463 observations. The research results confirm stimuli (S) include 3 components: service fairness, ease of access and preferential treatment that have a positive impact on the Organism (O) (includes 3 components of trust, commitment and perceived service quality). In addition, three components of Organism (O) contribute to the formation of supermarket brand equity as the response (R) in the S-O-R framework.
Article Details
Keywords
Supermarket brand equity, S-O-R framework, Service fairness, Preferential treatment, Perceived service quality
References
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Chen, Y. C., Shang, R. A., & Kao, C. Y. (2009). The effects of information overload on consumers’ subjective state towards buying decisions in the internet shopping environment. Electronic Commerce Research and Applications, 8(1), 48-58. https://doi.org/10.1016/j.elerap.2008.09.001
Cục thống kê TPHCM (2021). Thông cáo báo chí về tình hình kinh tế - xã hội năm 2021. http://www.pso.hochiminhcity.gov.vn/c/document_library/get_file?uuid=22924368-27fb-4cff-8b1d-33cd0893fa71&groupId=18
Cục thống kê TPHCM (2022). Thông cáo báo chí về tình hình kinh tế - xã hội 6 tháng đầu năm 2022. http://www.pso.hochiminhcity.gov.vn/c/document_library/get_file?uuid=7a47125c-d639-4f20-a88b-14d8e6df8a0c&groupId=18
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Gremler, D. D., Van Vaerenbergh, Y., Brüggen, E. C., & Gwinner, K. P. (2020). Understanding and managing customer relational benefits in services: a meta-analysis. Journal of the Academy of Marketing Science, 48(3), 565-583. https://doi.org/10.1007/s11747-019-00701-6
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Jiang, L., Hoegg, J., & Dahl, D. W. (2013). Consumer reaction to unearned preferential treatment. Journal of Consumer Research, 40(3), 412-427. https://doi.org/10.1086/670765
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 1(61), 75-82. 10.1016/j.jbusres.2006.05.010
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Loureiro, S. M. C., & Sarmento, E. M. (2018). Enhancing brand equity through emotions and experience: the banking sector. International Journal of Bank Marketing, 36(5), 868-883. https://doi.org/10.1108/IJBM-03-2017-0061
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Bagozzi, R. P. (1986). Principles of marketing management: Science Research Associates. Inc.: Chicago, IL, USA.
Barone, M. J., & Roy, T. (2010). Does exclusivity always pay off? Exclusive price promotions and consumer response. Journal of Marketing, 74(2), 121-132. https://doi.org/10.1509%2Fjm.74.2.121
Blau, P. M. (1964). Exchange and Power in Social Life. New York: Wiley
Chen, C. F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management & Business Excellence, 22(9), 957-974.
Chen, Y. C., Shang, R. A., & Kao, C. Y. (2009). The effects of information overload on consumers’ subjective state towards buying decisions in the internet shopping environment. Electronic Commerce Research and Applications, 8(1), 48-58. https://doi.org/10.1016/j.elerap.2008.09.001
Cục thống kê TPHCM (2021). Thông cáo báo chí về tình hình kinh tế - xã hội năm 2021. http://www.pso.hochiminhcity.gov.vn/c/document_library/get_file?uuid=22924368-27fb-4cff-8b1d-33cd0893fa71&groupId=18
Cục thống kê TPHCM (2022). Thông cáo báo chí về tình hình kinh tế - xã hội 6 tháng đầu năm 2022. http://www.pso.hochiminhcity.gov.vn/c/document_library/get_file?uuid=7a47125c-d639-4f20-a88b-14d8e6df8a0c&groupId=18
Dai, H., & Salam, A. F. (2014). Does service convenience matter? An empirical assessment of service quality, service convenience and exchange relationship in an electronic mediated environment. Electronic Markets, 24(4), 269–284. https://doi.org/10.1007/s12525-014-0170-x.
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(4), 33-50. https://doi.org/10.15092Fjmkg.65.4.33.18386
Dwivedi, A. (2014). Self-brand connection with service brands: examining relationships with performance satisfaction, perceived value, and brand relationship quality. Services Marketing Quarterly, 35(1), 37-53. https://doi.org/10.1080/15332969.2014.856738
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177-184. https://doi.org/10.1016/S0148-2963(99)00087-9
Feldman, L. P., & Hornik, J. (1981). The use of time: An integrated conceptual model. Journal of Consumer Research, 7(4), 407-419. https://doi.org/10.1086/208831
Feuer, J. (2005). Retailing grows up, looks to image-building. Adweek, 16(9), 8.
Gil-Saura, I., Ruiz-Molina, M. E., Berenguer-Contrí, G., & Seric, M. (2020). The role of retail equity, value and relational benefits in building B2B relationships in retailing. Journal of Relationship Marketing, 19(4), 253-286. https://doi.org/10.1080/15332667.2019.1688599
Gil-Saura, I., Ruiz-Molina, M. E., Michel, G., & Corraliza-Zapata, A. (2013). Retail brand equity: A model based on its dimensions and effects. The International Review of Retail, Distribution and Consumer Research, 23(2), 111-136. https://doi.org/10.1080/09593969.2012.746716
Gremler, D. D., Van Vaerenbergh, Y., Brüggen, E. C., & Gwinner, K. P. (2020). Understanding and managing customer relational benefits in services: a meta-analysis. Journal of the Academy of Marketing Science, 48(3), 565-583. https://doi.org/10.1007/s11747-019-00701-6
Grewal, D., Levy, M., & Lehmann, D. R. (2004). Retail branding and customer loyalty: an overview. Journal of retailing, 4(80), ix-xii.
Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the academy of marketing science, 26(2), 101-114. https://doi.org/10.1177/0092070398262002
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate Data Analysis: A Global Perspective (7th ed). Upper Saddle River: Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.), SAGE Publications, Thousand Oaks, CA.
Han, X., Kwortnik Jr, R. J., & Wang, C. (2008). Service loyalty: An integrative model and examination across service contexts. Journal of Service Research, 11(1), 22-42. https://doi.org/10.1177/1094670508319094
Hartman, K. B., & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business Research, 58(8), 1112-1120. https://doi.org/10.1016/j.jbusres.2004.01.008
Hoàng Thị Anh Thư (2016). Tác động của quảng cáo, khuyến mãi đến tài sản thương hiệu Trường hợp ngành siêu thị hàng tiêu dùng tại Huế. VNU Journal of Economic and Business, 32(4), 49-58.
Huang, M. H. (2015). The influence of relationship marketing investments on customer gratitude in retailing. Journal of Business Research, 68(6), 1318-1323. https://doi.org/10.1016/j.jbusres.2014.12.001
Izogo, E. E., Reza, A., Ogba, I. E., & Oraedu, C. (2017). Determinants of relationship quality and customer loyalty in retail banking: Evidence from Nigeria. African Journal of Economic and Management Studies, 8(2), 186–204. https://doi.org/10.1108/AJEMS-01-2016-0011
Jiang, L., Hoegg, J., & Dahl, D. W. (2013). Consumer reaction to unearned preferential treatment. Journal of Consumer Research, 40(3), 412-427. https://doi.org/10.1086/670765
Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Research, 1(61), 75-82. 10.1016/j.jbusres.2006.05.010
Koo, D. M., & Lee, J. H. (2011). Inter-relationships among dominance, energetic and tense arousal, and pleasure, and differences in their impacts under online vs. offline environment. Computers in Human Behavior, 27(5), 1740-1750. https://doi.org/10.1016/j.chb.2011.03.001
Loureiro, S. M. C., & Sarmento, E. M. (2018). Enhancing brand equity through emotions and experience: the banking sector. International Journal of Bank Marketing, 36(5), 868-883. https://doi.org/10.1108/IJBM-03-2017-0061
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Marmorstein, H., Grewal, D., & Fishe, R. P. (1992). The value of time spent in price-comparison shopping: Survey and experimental evidence. Journal of Consumer Research, 19(1), 52-61. https://doi.org/10.1086/209285
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497-507. https://doi.org/10.1016/j.jbusres.2020.06.022
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328. https://doi.org/10.1177%2F002224379202900303
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Ndubisi, N. O., & Nataraajan, R. (2018). Customer satisfaction, Confucian dynamism, and long‐term oriented marketing relationship: A threefold empirical analysis. Psychology & Marketing, 35(6), 477-487. https://doi.org/10.1002/mar.21100
Nguyễn Thị Hồng Nguyệt (2018). Chất lượng tín hiệu và mối quan hệ thương hiệu-khách hàng trong thị trường hàng tiêu dùng ở Việt Nam. Trường Đại học Kinh tế Tp. Hồ Chí Minh.
Nguyễn Thu Hương (2020). Đánh giá tài sản thương hiệu dựa trên khách hàng của các siêu thị điện máy trên địa bàn Thành phố Hà Nội. Tạp chí Công Thương. https://tapchicongthuong.vn/bai-viet/danh-gia-tai-san-thuong-hieu-dua-tren-khach-hang-cua-cac-sieu-thi-dien-may-tren-dia-ban-thanh-pho-ha-noi-69688.htm
Nguyen, T. D., Barrett, N. J., & Miller, K. E. (2011). Brand loyalty in emerging markets. Marketing Intelligence & Planning, 29(3), 222-232. https://doi.org/10.1108/02634501111129211
Pappu, R., & Quester, P. (2006). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13(5), 317–329. https://doi.org/10.1016/j.jretconser.2005.10.002.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer‐based brand equity and country‐of‐origin relationships: Some empirical evidence. European Journal of Marketing, 40(5/6), 696-717. https://doi.org/10.1108/03090560610657903
Ramly, S. M., & Omar, N. A. (2016). The relative contribution of loyalty programs and store attributes to store engagement and equity. Journal of Administrative and Business Studies, 1(1), 42-52.
Robert, D., & John, R. (1982). Store atmosphere: an environmental psychology approach. Journal of retailing, 58(1), 34-57.
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