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- Title
Les effets des activités promotionnelles et du service logistique sur la satisfaction et l'engagement des détaillants.
- Authors
Nagati, Haithem; Rebolledo, Claudia; Cheour, Mourad
- Abstract
Logistical and promotional activities are two key instruments manufacturers can use to increase retailer satisfaction and commitment. Relationships between logistical and promotional activities and retailer satisfaction and commitment are explored using data from a survey of tobacco product retailers. Results support the positive association between logistics and promotional activities and retailer satisfaction, which mediates the relationship with retailer commitment. Survey data also suggest the presence of an interaction between logistics and promotional activities. A number of best practices are suggested for manufacturers wishing to increase their retailers' commitment.
- Publication
Décisions Marketing, 2018, Issue 90, p55
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.090.55.73