The Explanatory Mechanisms Underlying the Double Jeopardy Phenomenon in Fast-Food Retailing
Pleshko L.P. Heiens R.A.
2022University of South Australia
Journal of Empirical Generalisations in Marketing Science
2022#22Issue 11 - 17 pp.
According to the theory of double jeopardy in the context of marketing, larger brands not only have more buyers, but these buyers tend to be more loyal as well. Based on a survey of 650 customers, the findings validate the presence of a double jeopardy market share to loyalty pattern in the Kuwait fast-food industry. In addition, we offer and examine four possible explanations for the double jeopardy phenomenon. These include the retention effect, the familiarity effect, the design effect, and the satisfaction effect. The data indicate that retention and satisfaction are most closely associated with customer loyalty, offering some managerial implications to practitioners in the field. In summary, if a smaller competitor hopes to grow their brand at a faster rate than their larger counterparts, they should boost acquisition efforts, but also exploit the relationship between customer satisfaction and customer retention to raise their loyalty levels.
Customer acquisition , Customer loyalty , Customer retention , Double Jeopardy
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Bang College of Business, KIMEP University, Almaty, 050010, Kazakhstan
Department of Business Administration, University of South Carolina Beaufort, One University Blvd, Bluffton, 29901, SC, United States
Bang College of Business
Department of Business Administration
10 лет помогаем публиковать статьи Международный издатель
Книга Публикация научной статьи Волощук 2026 Book Publication of a scientific article 2026