The Examination of Social and Service Relational Aspects on Customers’ Retention

Ramadan, Zahy; Farah, Maya F.; Bekdache, Salwa

doi:10.1007/978-3-031-32894-7_9

Cited by 4 publications

(1 citation statement)

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“…As Song & Jo (2023) reported, SNS, which is an omnichannel point, is an effective tool for fashion brands because it makes brands more valuable and strengthens customer relationships (Ramadan et al, 2023). Currently, fashion companies launch online marketing plans that focus on how to improve the e-services cape to build relationships with customers and to promote brand experience and sales (Colm & Prestini, 2022).…”

Section: Introductionmentioning

confidence: 99%

Smart Luxury Shoppers’ Behaviour in China: Omni-Channel Perspectives of Gen Y Consumers

Oe,

Yamaoka

2023

MMI

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This study examines luxury goods purchasing behaviour among Chinese Generation Y consumers in the omni-channel retail context. Traditionally, in-store purchases were favoured for luxury items due to the tactile experience and quality assessment during decision-making. However, the unprecedented impact of COVID-19 has transformed consumer behaviour. People now navigate complex decisions, embracing various channels, including online platforms. With a dataset of 354 survey responses, this study employs quantitative analysis and structural equation modelling to uncover the factors influencing Chinese Generation Y consumers’ purchasing choices. The findings reveal that Generation Y luxury shoppers prioritise convenience and channel benefits. They also emphasise information sharing and community engagement, fostering shared experiences on retail platforms. Interestingly, this contradicts previous findings favouring offline channels such as webrooming. Ultimately, this study uncovers a behavioural trend where tech-savvy young consumers exhibit characteristics indicative of an interconnected marketplace. They prioritise convenience and mutual support through shared information in the luxury goods community, regardless of the item’s price tag. These insights provide valuable resources for marketers and researchers navigating luxury goods promotion. As online purchasing behaviours continue to evolve, these findings facilitate impactful discussions and informed strategies within the dynamic luxury market.

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Section: Introductionmentioning

confidence: 99%