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Who Owns The Customer? Disentangling
Customer Loyalty in Indirect Distribution
Channels
Presenter: Laura Chen10122617
Instructor: Dr. Teresa Hsu
Dec. 1, 2012

2. Eggert, A., Henseler, J., & Hollmann, S. (2012).
Who owns the customer? Disentangling
customer loyalty in indirect distribution channels.
Journal of supply chain management, 48 (2), 75-92.
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4. 4
Introduction

5. Introduction
Today the potential interplay between brand
and distributor loyalty is still a blind spot in
supply chain management.
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6. Introduction
To understand whether and how brand and
distributor loyalty impact each other in indirect
distribution channels
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7. 7
Literature Review
Customer loyalty can be defined as an
“intention to perform a diverse set of behaviors
that signal a motivation to maintain a
relationship.”
(Sirdeshmukh, Singh & Sabel, 2002)

8. 8
Information Integration Theory
(Carlson & White, 2008)

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10. 10
Conceptual Model
(Knney, 1996)

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Step 1
Step 1 Step 2
Step 2 Step 3
Step 3
Pilot study 500 responses 339
with 48 (overall questionnaires
respondents + response rate were selected
Final survey to = 25.2 %) for empirical
1982 dental study
practices

12. Overall, I am very
satisfied with our
primary supplier.
I am very pleased with the
performance of our primary
burr brand.
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14. CFA = Confirmatory Factor Analysis Evaluated
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15. H1: Brand loyalty has a positive effect on distributor loyalty.
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16. H2: Distributor loyalty has a positive effect on brand loyalty.
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17. H3: Brand loyalty has a positive effect on channel switching.
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18. H4 :Distributor loyalty has a negative effect on channel
switching.
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19. H5 : Channel switching is more likely to occur if brand loyalty
exceeds distributor loyalty.
B3 + B4 = 0
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20. Channel
Switching
Brand
loyalty
Distributor
loyalty
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21.  The empirical study confirms that brand and
distributor loyalty should be consider two distinct
yet interrelated constructs in channel research.
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23.  Focused only on one product category. Channel
switching can become more complex if customers
purchase across several product.
 Noticed that the model can only be applied to a
single industry.
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24. THANK YOU!
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