Nudging customers to engage in loyal behaviour with reference to supermarkets/hypermarkets in Lebanon

Abstract

The main objective of this investigation is to determine the predictors of customer loyalty through the eyes of owners and managers of supermarkets / hypermarkets in Lebanon. The constructed causal model used for this research is a modified model of Laura Bassetts customer journey model (Bassett 2013, 2). It provides a logical causal model for the antecedents and consequences of customer support in Supermarkets / Hypermarkets in Lebanon. Concepts of personalize customer interactions are borrowed from Six Sigma - quality management theory-, and concepts related to customer support are borrowed from Steve Blanks Lean philosophies of marketing strategy while concepts related to understanding consumer behaviour are borrowed from implementing the CRM analytical approach. All of these concepts are used in constructing the questionnaire and building the causal model. Findings of this investigation provide strategic insights and practical thinking that have important implications for understanding and overcoming obstacles facing customer retention.