Nonostante la costante attenzione dedicata al tema della fedeltà del consumatore, la letteratura di marketing non è stata in grado di fornire una definizione condivisa e chiara del costrutto. Questo si è tradotto in una scarsa integrazione del tema della customer loyalty negli studi di consumer behaviour. L’analisi della fedeltà del cliente diviene più complessa nei contesti distributivi e in particolare per quanto concerne la grande distribuzione moderna. Questa tesi di dottorato presenta e testa un framework concettuale che descrive il processo psicologico alla base dello sviluppo di fedeltà nei confronti della grande distribuzione moderna. Il modello si fonda sul reference-based paradigm e si snoda in due fasi. Nella fase cognitiva vengono valutati gli effetti degli stimoli provenienti dallo store environment sulla formazione delle valutazioni dei consumatori in merito a functional congruity, self-congruity e attrattività delle alternative presenti sul mercato. Nella seconda fase vengono analizzati gli effetti di queste tre variabili sulla fedeltà del consumatore. Viene inoltre evidenziato come l’identificazione tra retailer e consumatore risulti essere di primaria importanza per la customer loyalty. Inoltre il modello include e testa l’impatto di fattori quali struttura del mercato, livello di conoscenza del consumatore e time pressure sul processo di sviluppo di customer loyalty. / Although researchers have wondered about the meaning of true customer loyalty for decades, literature still lacks a clear and shared conceptualization. This has also resulted in a poor integration of the concept of customer loyalty in consumer behaviour theory. The general debate on customer loyalty is even more complex when referring to the particular case of retail establishments, in which absolute consumer loyalty is not realistic and most shoppers purchase on a portfolio basis. In order to contribute to the understanding of customer loyalty, this thesis proposes and empirically tests a comprehensive conceptual framework aimed at analysing the psychological process underlying the development of customer loyalty in retail settings. Based on the reference-based paradigm and structured in two stages, the model considers three reference effects, i.e. functional congruity, alternative attractiveness and self-congruity and their role in the relationship between store environment and customer loyalty in grocery retail. The thesis acknowledges the pivotal role of self-congruity in the relationship between store environment and customer loyalty due to its interplay with the other reference effects. It also proves that market structure, shopping expertise and time pressure are of prime importance when analysing customer loyalty.

過往顧客滿意架構多集中在購前因素分析或購後行為探討，甚少連結前因後果之整合性架構，故本研究從認知、態度、行為三個面向予以探究，並以關係階段與替代性吸引力雙變數作為調節變項。 本研究針對上海速食業者德克士之消費客群為抽樣對象，共收集有效問卷329份，並利用結構方程模式檢驗研究假說。研究結果歸納如下： 1. 品牌聲望對知覺價值與顧客滿意度皆有正向影響，且知覺價值亦對顧客滿意度有顯著的正向關係。 2. 慣性行為對於顧客滿意到顧客忠誠的路徑具有部分中介效果，結果顯示慣性亦是形成忠誠度的前驅因子之一。 3. 顧客滿意到口碑傳播的路徑並不顯著，但顧客忠誠到口碑傳播卻有顯著的正向關係，代表客群如果只有滿意還不足以衍生口碑行為，需要透過忠誠機制才有足夠強度驅動口碑。 4. 關係階段會顯著調節「顧客滿意到顧客忠誠」以及「顧客滿意到慣性行為」之關係，其他路徑則不顯著。替代性吸引力則對所有路徑的調節效果皆不顯著，此結果可能源於實證對象與競爭企業在消費者的認知中並沒有太大差異或偏好。 / Past researches of customer satisfaction focus on analysis of pre-pruchasing factors or post-buying behaviors. Nevertheless, few studies have adapted integrative structures of combining whole causal connection. The study investigates into three dimensions of cognition, attitude and behavior, taking relationship stage and alternative attractiveness as moderating variables. The study collected 329 valid questionnaires from fast food chain stores, Dicos, in Shanghai and took advantage of SEM to verify research hypotheses. Results and discussions are concluded below： 1. Brand Reputation has positive influence in Perceived Value and Customer Satisfaction. Perceived Value also has significantly positive influence in Customer Satisfaction. 2. Inertia Behavior has mediation effect towards the path of Customer Satisfaction and Customer Lotalty. The result indicates inertia is one of the pre-exponential factors of Customer Loyalty. 3. Customer Satisfaction to Word of Mouth isn’t significant, but Customer Loyalty to Word of Mouth is significantly positive. The result reveals satisfaction is not enough to motivate WOM spreading. Loyalty mechanism is needed to drive WOM behaviors. 4. Relationship stage moderates “Customer Satisfaction to Customer Lotalty” and “Customer Satisfaction to Inertia Behavior” significantly and other hypotheses aren’t significant. Alternative attractiveness doesn’t significantly moderate all of the hypotheses. It may indicate there is no difference or preference to cognition of customers towards Dicos and their competitors.