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Título
Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Journal of Business Research
Datos de la obra
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., Núnez-Barriopedro, E., y García-Henche, B. (2023). Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context. Journal of Business Research, 156, 113475. https://doi.org/10.1016/J.JBUSRES.2022.113475
Editor
Elsevier
Fecha
2023
ISSN
0148-2963
Résumé
[EN] In the digital era, the offer of multiple shopping channels in the retail sector has been improved, and customers
are changing their shopping habits. For this reason, supermarkets face more complex commercialization processes
in the omnichannel context. Therefore, the main objective of this research is to design an omnichannel
management model to enhance loyalty through digitalization strategies based on consumer experience. This
research is based on a cross-sectional descriptive study using a survey answered by 2,014 responders in Spain.
The Partial Least Square (PLS) method was applied to test the hypotheses of the proposed model. The results
confirm that the emotional and rational consumer experience plays a key role in generating satisfaction and
engagement with retail; therefore, businesses should know that their actions in this regard will indirectly impact
consumer loyalty.
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