How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior |
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| Affiliation: | 1. Indian School of Business, Hyderabad, India;2. University of Kansas School of Business, Lawrence, Kansas, USA;1. Department of Marketing, Macquarie University, Sydney, NSW 2109, Australia;2. Associate Professor of Marketing, Newcastle Business School, The University of Newcastle, Australia, Newcastle, NSW 2300, Australia;3. Professor of Strategy, College of Business, Law and Governance, James Cook University, Townsville, QLD 4811, Australia;5. Professor of Marketing, EDHEC Business School, Lille Campus, France;6. Professor of Marketing & Toyota Chair of Commerce and Electronic Business, Babson College, Babson Park, MA, USA |
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| Abstract: | The opportunities and challenges of omnichannel in retail industry have been widely discussed, yet despite these benefits, the key elements that constitute an effective omnichannel and how customers respond to omnichannel retailing strategies remain unclear. This research conducted online surveys to test the effects of omnichannel elements on various brand experiences and customer retention, considering the moderating role of purchase behavior. The results indicate that omnichannel elements (integration, individualization, and interaction) are generally helpful in retaining customers, through omnichannel elements influence brand experiences differently. In addition, these omnichannel elements have different influences on customer retention due to different purchase behaviors. The findings suggest that retailers can use different omnichannel strategies to attract customers’ purchases and provide insights for practitioners who want to use omnichannel strategies to deliver superior experiences for customers. |
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| Keywords: | Omnichannel retailing Brand experience Purchase behavior Customer retention |
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