Retail positioning through customer satisfaction: an alternative explanation to the resource-based view

Siebers, L.Q. ORCID: 0000-0002-2664-9065, Zhang, T. and 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. ISSN 0965-254X


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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 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 ten hypotheses and confirm a nine-item model for customeroriented 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 resource-based view, and support homogenous idiosyncrasy of retailers in the implementation of customer-oriented positioning strategies in an emerging market.

Item Type: Journal article
Publication Title: Journal of Strategic Marketing
Creators: Siebers, L.Q., Zhang, T. and Li, F.
Publisher: Taylor & Francis
Date: 2013
Volume: 21
Number: 7
ISSN: 0965-254X
Rights: This is an Author's Original Manuscript of an article whose final and definitive form, the Version of Record, has been published in the Journal of Strategic Marketing 2013, copyright Taylor & Francis, available online at:
Divisions: Schools > Nottingham Business School
Record created by: EPrints Services
Date Added: 09 Oct 2015 10:36
Last Modified: 09 Jun 2017 13:34

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