Engaging with omnichannel brands: the role of consumer empowerment

Loureiro, Sandra María Correia; Ramadan, Zahy

doi:10.1108/ijrdm-02-2022-0044

Cited by 25 publications

(21 citation statements)

References 61 publications

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“…Hossain et al (2020) state that process consistency is related to service design, which refers to the consistency of various customer-facing elements that are relevant and comparable within different channels. Itani et al (2022) point out that the consistency relates to both content and process, and the ultimate goal of brands is to maintain this consistency across various channels (Sousa and Voss, 2006; Akter et al , 2016). In Figure 1, consistency is added to highlight that brands need to provide in omni-channel marketing to deliver seamless experience.…”

Section: Resultsmentioning

confidence: 99%

“…For online shopping, process related to ease of navigation and features such as filters and search tools enabled a logical online browsing process. In line with Itani et al (2022), consistency within integrated channels enhances the customer experience and link the customers. Hossain et al (2020) state that process consistency is related to service design, which refers to the consistency of various customer-facing elements that are relevant and comparable within different channels.…”

Section: Processmentioning

confidence: 90%

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A framework to improve retail customer experience: a qualitative study exploring the customer journey

Poorrezaei

Pich

Resnick

2023

QMR

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Purpose This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer experience term. Design/methodology/approach A qualitative approach was adopted. Thirty participants were asked to simulate their customer journey in an established UK department store retailer. Their experience was captured through focus groups and analysed by thematic analysis. Findings The findings indicate that the existence of personalisation and emotional attachment will enhance the customer experience. A new integrated retail customer experience framework is offered incorporating the traditional “7Ps” of marketing and a proposed eighth “P”, which is conceptualised as personal connection. Originality/value To the best of the authors’ knowledge, this is the first empirical study to use the notion of personal connection as a dialectic relationship between emotional attachment and personalisation as the central discussion in developing customer experience within a retail setting. This study captures this experience through a unique method of replication of the retail customer journey across multiple channels.

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Section: Resultsmentioning

confidence: 99%

Section: Processmentioning

confidence: 90%

A framework to improve retail customer experience: a qualitative study exploring the customer journey

Poorrezaei

Pich

Resnick

2023

QMR

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“…Brand happiness is a hedonic feeling (Moharana and Pattanaik, 2022) and consumption hedonism predicts consumption object love (Carroll and Ahuvia, 2006). Brand happiness can predict brand love which is a consumer-brand relationship construct (Bergkvist and Bech-Larsen, 2010; Itani et al. , 2023).…”

Section: Hypotheses Formulationmentioning

confidence: 99%

Deciphering factors that make a narcissistically loved salon brand

Sarkar

Jain

et al. 2023

IJRDM

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PurposeThis research is conducted in the context of beauty salons in India, to investigate how enhanced perceived acceptance in interpersonal relationships through consuming beauty salon services can generate narcissistic brand love among consumers via the mediation of brand happiness. It also investigates the moderating impact of consumer's anxious interpersonal attachment style and cynicism on the relationship between perceived salon brand-interpersonal acceptance goal congruence and salon brand happiness.Design/methodology/approachTo test the hypothesized relationships, a survey was conducted among 225 regular consumers of beauty salon brands. The data were analyzed using Hayes' (2017) process macro in SPSS.FindingsThe results suggest that perceived goal congruence between beauty salon brand-interpersonal acceptance positively influences brand happiness, which in turn predicts consumer's narcissistic brand love. Consumer's anxious interpersonal attachment style positively moderates the effect of brand-interpersonal acceptance goal congruence on brand happiness, while cynicism negatively moderates the path.Originality/valueValue of the study lies in extending interpersonal acceptance and rejection (IPAR) theory to the domain of consumer–salon brand relationship, to posit that if salon brands satisfy consumers' interpersonal acceptance goals, there is a potential for such happy consumers to love the salon brand, albeit narcissistically.

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“…The need for convenience gave popularity to online shopping, which allowed consumers to save the time required to search for products and complete the purchase transaction (Khan, 2016). Businesses have been urged to put in place an omnichannel strategy to unify consumers’ experience (McDermott and Payvision, 2015; Itani et al , 2022), which strengthened consumer–brand relationship and customer loyalty (Cui et al , 2018; Mrad, 2018; Mrad et al , 2020). With time, the development of innovative technologies redefined the whole consumer journey by creating a highly digitized retailing experience (Farah et al , 2019; Farah et al , 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

Typology of e-commerce shoppers: the case of COVID-19

Ramadan

Farah

Abosag

et al. 2023

QMR

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Purpose The spread of coronavirus disease (COVID-19) has drastically changed the entire market structure and shopping behaviors across the world. While shoppers rushed toward e-commerce platforms during the pandemic, the key debate that rose was on how this behavior will evolve post COVID-19. The purpose of this study was to explore the different categories of e-commerce platforms’ users and propose a distinctive customer typology in the era of the COVID-19 pandemic. Design/methodology/approach An exploratory qualitative research design was adopted because of the novelty of the subject. In total, 43 participants were interviewed, including 27 consumers and 16 experts in the field of e-commerce. Findings Based on the findings, this study distinguishes between two stages of e-commerce usage during the pandemic. Furthermore, this study identifies four key typologies of e-commerce shoppers that are expected to form at the end of the coronavirus: duty-bound, e-watcher, makeshift and onli-vorous shoppers. The characteristics and businesses strategies pertaining to each of the identified groups are discussed. Originality/value To the best of the authors’ knowledge, this research is among the first to identify the different stages, while proposing an innovative typology of e-commerce platform post COVID-19. This study also offers useful recommendations to deal with similar future crises.

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Engaging with omnichannel brands: the role of consumer empowerment

Cited by 25 publications

References 61 publications

A framework to improve retail customer experience: a qualitative study exploring the customer journey

A framework to improve retail customer experience: a qualitative study exploring the customer journey

Deciphering factors that make a narcissistically loved salon brand

Typology of e-commerce shoppers: the case of COVID-19

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