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- Title
Navigating the Omnichannel Landscape: Unraveling the Antecedents of Customer Loyalty.
- Authors
Hyeon Jo; Youngsok Bang
- Abstract
In today's dynamic business landscape, retailers are progressively turning to omnichannel strategies to offer integrated shopping experiences across various touchpoints. This study endeavors to elucidate the determinants driving loyalty among omnichannel consumers. A comprehensive research framework encompassing technological elements, in-store attributes, online reviews, and behavioral variables was formulated. A sample of 252 customers familiar with omnichannel shopping was evaluated. Structural equation modeling was utilized for data analysis. Results indicate that personal interactions and merchandise variety significantly influence crowd perception. Perceived ease of use was found to significantly affect perceived usefulness, attitude, and satisfaction. Furthermore, both crowd perception and attitudes toward online reviews markedly influence the overall attitude toward omnichannel. The data underscores the pivotal role of attitude in enhancing satisfaction and fostering loyalty among consumers. In conclusion, this research not only sheds light on the intricate dynamics of omnichannel customer loyalty but also offers valuable insights for both academia and industry, underscoring the importance of integrated multi-channel strategies in contemporary retailing.
- Subjects
CUSTOMER loyalty; CONSUMER behavior; BRAND loyalty; CONSUMER expertise; CUSTOMER relations; CUSTOMER satisfaction; POINT-of-sale advertising
- Publication
SAGE Open, 2024, Vol 14, Issue 1, p1
- ISSN
2158-2440
- Publication type
Article
- DOI
10.1177/21582440241233091