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Les effets des activités promotionnelles et du service logistique sur la satisfaction et l’engagement des détaillants

Author

Listed:
  • Haithem Nagati

    (Pôle de Recherche - Rouen Business School - Rouen Business School)

  • Claudia Rebolledo

    (HEC Montréal - HEC Montréal)

  • Mourad Cheour

Abstract

The effect of logistics and promotional activities on retailer satisfaction and commitment Logistical and promotional activities are two key instruments manufacturers can use to increase retailer satis- faction 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 promo- tional activities. A number of best practices are suggested for manufacturers wishing to increase their retailers' commitment.

Suggested Citation

  • Haithem Nagati & Claudia Rebolledo & Mourad Cheour, 2018. "Les effets des activités promotionnelles et du service logistique sur la satisfaction et l’engagement des détaillants," Post-Print hal-02308059, HAL.
    • Handle: RePEc:hal:journl:hal-02308059
    DOI: 10.7193/DM.090.55.73
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    Cited by:

    1. Laurent CARPENTIER & Aurély LAO, 2021. "Exploratory Qualitative Study of Inter-Organizational Commitment in a Specific B to B Context," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 212-221, August.

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