Relational benefits and loyalty in retailing: an inter‐sector comparison

Purpose – The purpose of this paper is to empirically a model that reflects the different types of relational benefits perceived by customers, as well as the benefits obtained by the organization in terms of customer loyalty. Design/methodology/approach – In order to achieve the aim of this paper, a quantitative analysis through a personal survey to consumers for four types of retailing activities is performed. Data are analyzed through factor analysis and a structural equation model is estimated. Findings – Confidence benefits and special treatment benefits have major influence on customer loyalty towards the retailer. These results are consistent across retail activities. Research limitations/implications – The present study is limited in its scope and a first approach is considered that it might inspire further research adding new constructs into the model in order to deepen into the analysis of the relationship between customer and retailer relational benefits. Practical implications – Since the benefits related to purchase risk reduction and confidence are the most influencing on customer loyalty, the retailer should concentrate his efforts in offering guarantees for his products and carrying out communication campaigns for improving corporate image. Also actions providing special treatment benefits might have a positive influence on customer loyalty. Originality/value – Relational benefits and results for the retailer are studied in four different retail activities.