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The influence of national culture and industry structure on grocery retail customer loyalty

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  • De Silva Kanakaratne, Maheshan
  • Bray, Jeffery
  • Robson, Julie

Abstract

This study examines, for the first time, the influence of national culture and industry structure on customer loyalty in grocery retailing. Grocery retailers have a long and continued history of international expansion and it is vital to understand how loyalty can be nurtured in different contexts. Thematic analysis of focus groups conducted in the culturally and structurally disparate countries of the United Kingdom and Sri Lanka provide unique insights. Key differences have been identified around consumer preferences and perceptions of loyalty programmes and the key drivers of different loyalty types. Theoretical and managerial implications are discussed.

Suggested Citation

  • De Silva Kanakaratne, Maheshan & Bray, Jeffery & Robson, Julie, 2020. "The influence of national culture and industry structure on grocery retail customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698918311317
    DOI: 10.1016/j.jretconser.2019.102013
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