Measuring Retailer Equity and Channel Comparison

Abstract

The purpose of this study is to empirically examine the underlying factors of retailer equity and to compare the differences among the different distribution channels– department store and on-line shopping mall. For this purpose, we used five underlying dimensions; retailer loyalty, name awareness, service quality, retailer associations, and perceived value. The current study was conducted to examine not only the effects of precedent factors forming retailer equity in different types of distribution channels, but also the effects of relational benefits and loyalty on retailer equity. Based on the theoretical concept and the results of a practical analysis, the strategic implications for each type of distribution channels were also discussed.