Performance logistique et fidélisation des consommateurs : Cas de CECA-GADIS au Gabon

Abstract

The main objective of this article is to measure the impact of logistical performance on large-scale distribution in the Gabonese context with regard to studies carried out elsewhere on the same subject. To achieve this, we conducted a survey of 287 customers of the "CECA-GADIS Group" in Libreville, Gabon to check the model designed for this purpose. Unlike previous studies, the results of this study show globally that the logistics performance has no impact on consumer satisfaction and the image of the store. On the other hand, it is the image of the store and the satisfaction of the consumers which have a significant influence on their fidelity according to this research.