Measuring Retailer Equity: comparison of online and offline channels

Abstract

The main purpose of this study is to test empirically that used theories of retailer equity and tool of retailer equity about the two of major distribution channels - discount store and on-line shopping. We used indices from Arnett, Laverie and Meiers (2003) and those factors are retailer loyalty, name awareness, service quality, retailer associations, and perceived value. For this study, we collected data from major discount stores and on-line shopping sites in South Korea. As a result, only retailer loyalty influences on retailer equity in discount store and retailer loyalty and product quality influence retailer equity. Our paper is organized as follows. First, we discussed about retailer equity and the underlying dimensions of retailer equity. Second, based on the research of Arnett, Laverie and Meiers (2003), we demonstrate a indexes of retailer equity using regression analysis for comparing discount store and on-line shopping. Third, we discuss some managerial implications of this research for retail practitioners and suggest for future research.