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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Retail positioning through customer satisfaction: an alternative explanation to the resource-based view
Author(s): Siebers, Lisa Qixun
Zhang, Tao
Li, Fei
Keywords: the resource-based view
customer satisfaction
positioning strategy
anti-isolation mechanism
Issue Date: 2013
Date Deposited: 9-Sep-2021
Citation: Siebers LQ, Zhang T & 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.
Abstract: 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.
DOI Link: 10.1080/0965254x.2013.817478
Rights: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 28 August 2013, available online:
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