RT info:eu-repo/semantics/article
T1 Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
A1 Cuesta Valiño, Pedro
A1 Gutiérrez Rodríguez, Pablo
A1 Núñez Barriopedro, Estela
A1 García Henche, Blanca Rosa
K1 Digitalization
K1 Engagement
K1 Consumer experience
K1 Loyalty
K1 Satisfaction
K1 Omnichannel retail
K1 Empresa
K1 Management science
AB 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.
SN 0148-2963
YR 2023
FD 2023
LK http://hdl.handle.net/10017/55451
UL http://hdl.handle.net/10017/55451
LA eng
DS MINDS@UW
RD 02-may-2024