The Consumer-Private Labels Bond and the Store Loyalty: The Role of Satisfaction

Abstract

This research aims to understand the relationship between customers’ satisfaction with private labels and their loyalty toward the stores that own and sell these private labels. 256 Tunisian customers participated in this research by fulfilling a questionnaire prepared to collect the data about their opinions and attitudes toward private labels and stores that sell these labels. Researchers add customers’ trust and customers’ attachment with the private labels as a variable mediating the relationships between customers’ satisfaction with the brands and customers’ loyalty to the stores. Results show that customers’ satisfaction with private labels directs customers’ loyalty toward stores that sell these labels. While this relation is not affected by the existence of trust and attachment to the private labels. Also, results found that trust with private label doesn’t yield to brand attachment. According to research results, researchers recommend marketers to focus their efforts on marketing private labels and satisfying customers’ needs in order to gain their loyalty toward the stores which will result in more benefits for the store in general.