Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
Authors
Cuesta Valiño, Pedro; Gutiérrez Rodríguez, Pablo; Núñez Barriopedro, Estela; García Henche, Blanca RosaIdentifiers
Permanent link (URI): http://hdl.handle.net/10017/55451DOI: https://doi.org/10.1016/j.jbusres.2022.113475
ISSN: 0148-2963
Date
2023Bibliographic citation
Journal of Business Research, 2023, n. 156, p. 1-12
Keywords
Digitalization
Engagement
Consumer experience
Loyalty
Satisfaction
Omnichannel retail
Document type
info:eu-repo/semantics/article
Version
info:eu-repo/semantics/publishedVersion
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)
Access rights
info:eu-repo/semantics/openAccess
Abstract
In the digital era, the offer of multiple shopping channels in the retail sector has been improved, and customers are changing their shopping habits. For this reason, supermarkets face more complex commercialization processes in the omnichannel context. Therefore, the main objective of this research is to design an omnichannel management model to enhance loyalty through digitalization strategies based on consumer experience. This research is based on a cross-sectional descriptive study using a survey answered by 2,014 responders in Spain.
The Partial Least Square (PLS) method was applied to test the hypotheses of the proposed model. The results confirm that the emotional and rational consumer experience plays a key role in generating satisfaction and engagement with retail; therefore, businesses should know that their actions in this regard will indirectly impact consumer loyalty.
Files in this item
Files | Size | Format |
|
---|---|---|---|
Strategic_orientation_JBR_2022.pdf | 1.240Mb |
|
Files | Size | Format |
|
---|---|---|---|
Strategic_orientation_JBR_2022.pdf | 1.240Mb |
|
Collections
- ECODIR - Artículos [91]