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- Title
Configuring managerial factors to enhance omnichannel experience and customer engagement behaviors for a solid loyalty loop.
- Authors
Suh, Taewon; Lee, Sang Bong
- Abstract
This study expounds a strategic framework of omnichannel integration to enhance the customer experience in the inner circle of loyalty loop. Depending upon the multiple topics of omnichannel marketing, customer engagement, and loyalty loop, the research model was built on managerial factors of channel and customer characteristics and their influences on customer engagement behaviors in the transitional stage of omnichannel marketing. Analysis results found that web usability and customer characteristics (share of store visits, social media use, and email receptivity) are associated with customer engagement behaviors. Customers' email receptivity moderates the impact of channel characteristics (web usability and store proximity). This study asserts that certain interactive touchpoints for receptive customers can build up a loyalty loop, indicating the need for a catalyst channel bridging the inner and outer circles of the loyalty loop. By directly and indirectly reinforcing customer engagement behaviors, permission-based email can solidify customers' presence in the inner circle of the loyalty loop.
- Subjects
ENGAGEMENT (Philosophy); CUSTOMER relations; CUSTOMER experience; MULTI-channel integration; LOYALTY; SOCIAL media
- Publication
Electronic Commerce Research, 2023, Vol 23, Issue 3, p1591
- ISSN
1389-5753
- Publication type
Article
- DOI
10.1007/s10660-022-09661-6