PhD thesis aiming at investigating, from both a theoretical and empirical perspective, the possibility for a consumer to learn while shopping in a store thanks to the efforts done by sensitive retailers who are implementing category management processes. Based on an extensive and multi-disciplinary literature review, the research questions are stated, some hypotheses are advanced and then tested by means of experimental study.
This study develops and tests a model analyzing the relationships between customer trust in a grocery retailer and perceived value, customer satisfaction, store loyalty intentions and behaviors. It also estimated how the store's human resources, communications and sales promotions, environment and assortment (including private label products) influence trust, loyalty intentions and store patronage.