Online conflict delisting: The impact of publicity on store switching and brand switching
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2021-08-30
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en
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Abstract
These days the negotiations between retailers and manufacturers have turned into power battles, which can result in a conflict delisting, where the manufacturer’s brand gets delisted from the retailer’s assortment. This forces customers to switch to another brand or go to another store. This research wants to establish if an online conflict delisting would lead to online store switching intentions and online brand switching intentions. With an experiment via an online survey, no support was found that customers would switch to another store or brand. This is in line with the very high store loyalty and the less high brand loyalty. There was however a significant difference in whether the retailer or the manufacturer initiated the online conflict delisting. When the manufacturer was the initiating part the brand switching intentions increased. This effect was not present for store loyalty. The results of this study can assist retailers and manufacturers in their strategic decision on whether to do a full-scale delisting or only a partial delisting. This research contributes to the existing knowledge on conflict delisting cases by testing whether the consequences of an conflict delisting differ in an online context.
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Faculteit der Managementwetenschappen