Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context

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...

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Detalles Bibliográficos
Autores: Cuesta Valiño, Pedro|||0000-0001-9521-333X, Gutiérrez Rodríguez, Pablo, Núñez Barriopedro, Estela|||0000-0002-2292-8147, García Henche, Blanca Rosa|||0000-0002-9824-7372
Tipo de recurso: artículo
Fecha de publicación:2023
País:España
Institución:Universidad de Alcalá (UAH)
Repositorio:e_Buah Biblioteca Digital Universidad de Alcalá
Idioma:inglés
OAI Identifier:oai:ebuah.uah.es:10017/55451
Acceso en línea:http://hdl.handle.net/10017/55451
https://dx.doi.org/10.1016/j.jbusres.2022.113475
Access Level:acceso abierto
Palabra clave:Digitalization
Engagement
Consumer experience
Loyalty
Satisfaction
Omnichannel retail
Empresa
Management science
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spelling Strategic orientation towards digitization to improve retailer loyalty in an omnichannel contextCuesta Valiño, Pedro|||0000-0001-9521-333XGutiérrez Rodríguez, PabloNúñez Barriopedro, Estela|||0000-0002-2292-8147García Henche, Blanca Rosa|||0000-0002-9824-7372DigitalizationEngagementConsumer experienceLoyaltySatisfactionOmnichannel retailEmpresaManagement scienceIn 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.20232023-01-01journal articlehttp://purl.org/coar/resource_type/c_6501NAhttp://purl.org/coar/version/c_be7fb7dd8ff6fe43info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10017/55451https://dx.doi.org/10.1016/j.jbusres.2022.113475reponame:e_Buah Biblioteca Digital Universidad de Alcaláinstname:Universidad de Alcalá (UAH)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:ebuah.uah.es:10017/554512026-06-18T11:13:07Z
dc.title.none.fl_str_mv Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
title Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
spellingShingle Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
Cuesta Valiño, Pedro|||0000-0001-9521-333X
Digitalization
Engagement
Consumer experience
Loyalty
Satisfaction
Omnichannel retail
Empresa
Management science
title_short Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
title_full Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
title_fullStr Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
title_full_unstemmed Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
title_sort Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context
dc.creator.none.fl_str_mv Cuesta Valiño, Pedro|||0000-0001-9521-333X
Gutiérrez Rodríguez, Pablo
Núñez Barriopedro, Estela|||0000-0002-2292-8147
García Henche, Blanca Rosa|||0000-0002-9824-7372
author Cuesta Valiño, Pedro|||0000-0001-9521-333X
author_facet Cuesta Valiño, Pedro|||0000-0001-9521-333X
Gutiérrez Rodríguez, Pablo
Núñez Barriopedro, Estela|||0000-0002-2292-8147
García Henche, Blanca Rosa|||0000-0002-9824-7372
author_role author
author2 Gutiérrez Rodríguez, Pablo
Núñez Barriopedro, Estela|||0000-0002-2292-8147
García Henche, Blanca Rosa|||0000-0002-9824-7372
author2_role author
author
author
dc.subject.none.fl_str_mv Digitalization
Engagement
Consumer experience
Loyalty
Satisfaction
Omnichannel retail
Empresa
Management science
topic Digitalization
Engagement
Consumer experience
Loyalty
Satisfaction
Omnichannel retail
Empresa
Management science
description 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.
publishDate 2023
dc.date.none.fl_str_mv 2023
2023-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
NA
http://purl.org/coar/version/c_be7fb7dd8ff6fe43
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10017/55451
https://dx.doi.org/10.1016/j.jbusres.2022.113475
url http://hdl.handle.net/10017/55451
https://dx.doi.org/10.1016/j.jbusres.2022.113475
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:e_Buah Biblioteca Digital Universidad de Alcalá
instname:Universidad de Alcalá (UAH)
instname_str Universidad de Alcalá (UAH)
reponame_str e_Buah Biblioteca Digital Universidad de Alcalá
collection e_Buah Biblioteca Digital Universidad de Alcalá
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