Abstract
With an increasing share of retail sales being conducted online, local retailers are being squeezed by customers switching toward online purchases and by the growing price pressure they face when trying to compete with online retail giants (e.g., Amazon.com). Our research addresses this issue by investigating community-based resources available to local retailers and their impact on retail performance. We find that developing resources based on community engagement, shared values, and the economic value proposition increase the retailer’s share of customer and the likelihood the consumer will engage in positive word of mouth. We also find that shared values enhance the positive impact of community engagement resources on commitment. Our findings contribute to the retailing and resource-based theory literature and provide managerial direction to help local retailers develop more effectively compete with online retailers.
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