Search results for "Channel management"
showing 5 items of 5 documents
Loyalty Formation for Different Customer Journey Segments
2019
The proliferation of new touchpoints empowers today's customers to design their own journey from search to purchase. To address this new complexity, we segment customers by their use of specific touchpoints in the customer journey, investigate the association of several covariates with segment membership, consider the rise of mobile devices as potential "game changers" of existing segments, and explore how the relationships among product satisfaction, journey satisfaction, customer inspiration, and customer loyalty differ across segments. Based on anticipated utility theory and using latent class analyses on large-scale data from two samples of 2,443 and 2,649 journeys, we identify five tim…
IMPLANTACIÓN INTERNACIONAL DE LOS MINORISTAS DE MODA MULTICANAL: CAPACIDADES DINÁMICAS E INCRUSTACIÓN EN LOS MERCADOS
2017
Para estudiar la actividad internacional de las empresas minoristas de moda proponemos un marco que analiza las diferentes dimensiones de 'incrustación' en los mercados exteriores con las capacidades dinámicas. Partiendo de nueve entrevistas en profundidad a directivos de empresas del sector, obtenemos que cada dimensión de incrustación se apoya en diferentes capacidades dinámicas. La social requiere capacidades de construcción de marca que interactúen con las capacidades de gestión del canal y de gestión del conocimiento; la relacional está respaldada por las capacidades de gestión de los canales, mientras que la territorial lo está también por las capacidades de gestión de los canales. To…
Online channel adoption in supermarket retailing
2021
Abstract Introducing a new online channel is a crucial decision for brick-and-mortar retailers that requires insight and forecasts into customers' adoption and subsequent behaviour. The aim of this study is to analyse the dynamics in the behavioural heterogeneity of (new) multichannel supermarket customers when the online channel is introduced. A Latent Class Analysis (LCA) was conducted on 1151 adopters of the new online channel of a supermarket retailer to segment customers. We employed an extended “Recency, Frequency and Monetary (RFM)” model that includes customers’ purchases prior to the introduction of the new channel. Results show that adopters of a new channel are not a homogenous g…
Environmental values and customer-perceived value in industrial supplier relationships
2017
This study addresses a gap in the research on supply channel management by integrating environmental values and value creation in the context of buyer-supplier relationships. This study has two objectives: (i) to explore the environmental values structure of industrial customers, and (ii) to test the effect of environmental values on overall value perceptions. The effect of customer's environmental values on the supplier's environmental image and customer-perceived value is tested with structural equation modeling using the PLS method. The empirical analysis is based on a global sample of industrial companies that have a high impact on the environment (n = 121). Key findings of this study a…
Omnichannel experience: Towards successful channel integration in retail
2019
According to Deloitte’s (2018) forecast for 2018 many changes will occur in retail markets. The growth of online retailing is continuing, and it is going to have a great impact on traditional retail players. The number of physical stores will decrease, but they will still have important role in retailing. Customer experiences are now more important than ever, and digital technologies will have a key role to the store experience. Consumers are spending more and more time on smartphones relative to other devices. Typically, they conduct searches on mobile devices and make purchase in physical stores (Singh and Swait, 2017). Today, 8% of time spent online is related to shopping (Mander and Jas…