The Impact of User-Generated Content on Customer Loyalty in Food and Beverages Retail: An Empirical Study

Authors

  • Roger Seiler Zurich University of Applied Science
  • Bettina Beurer-Zuellig Zurich University of Applied Science
  • Anna Rozumowski Zurich University of Applied Science

DOI:

https://doi.org/10.33423/jabe.v22i9.3666

Keywords:

Business, Economics, user-generated content, customer loyalty, food retail, experiment

Abstract

This study analyses the effect of user-generated content (UGC) on the loyalty of UGC recipients in a European retail environment. An online experiment was conducted, which returned 1,074 completed questionnaires. Intensive involvement with UGC significantly increases the affective loyalty of retail customers, but no significant effect was found on conative loyalty. Furthermore, trust in UGC results in significantly higher conative and affective loyalty levels. Specifically, we reveal differences in the loyalty dimensions of millennials, with UGC significantly impacting affective loyalty in this age group. Our results suggest that UGC contributes to customer loyalty and patronage in a retail setting.

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Published

2020-12-03

How to Cite

Seiler, R., Beurer-Zuellig, B., & Rozumowski, A. (2020). The Impact of User-Generated Content on Customer Loyalty in Food and Beverages Retail: An Empirical Study. Journal of Applied Business and Economics, 22(9). https://doi.org/10.33423/jabe.v22i9.3666

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Section

Articles