Has Behavioural Loyalty to Online Supermarkets Declined?. Issue 4 (November 2017)

• Record Type: Journal Article
• Authors: Trinh, Giang Tue; Anesbury, Zachary William; Driesener, Carl
• Is Part Of: Australasian marketing journal. Volume 25:Issue 4(2017)
• Page Start: 326
• Page End: 333
• Publication Date: 2017-11
• Subjects: Online supermarkets -- Customer loyalty -- Dirichlet model -- Panel data; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1016/j.ausmj.2017.10.005
• Languages: English
• ISSNs: 1441-3582

Abstract

This paper investigates consumer's behavioural loyalty to online supermarkets over time. We use three measures of behavioural loyalty (share of category requirements, repertoire size, and polarisation index) from four major online supermarkets in the UK across five categories. We find that loyalty to online supermarkets is high in the categories we examined, though it declined somewhat from 2005 to 2009 and subsequently remained stable from 2010 to 2014. We also extensively test the generalisability of the well-known Dirichlet model to the choice of online supermarkets. We find that the model gives better fit from 2010 to 2014 than from 2005 to 2009 and can describe loyalty and competition in this context.