Configuring managerial factors to enhance omnichannel experience and customer engagement behaviors for a solid loyalty loop

Taewon Suh () and Sang Bong Lee ()
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Taewon Suh: Texas State University
Sang Bong Lee: Black Hills State University

Electronic Commerce Research, 2023, vol. 23, issue 3, No 11, 1619 pages

Abstract: Abstract This study expounds a strategic framework of omnichannel integration to enhance the customer experience in the inner circle of loyalty loop. Depending upon the multiple topics of omnichannel marketing, customer engagement, and loyalty loop, the research model was built on managerial factors of channel and customer characteristics and their influences on customer engagement behaviors in the transitional stage of omnichannel marketing. Analysis results found that web usability and customer characteristics (share of store visits, social media use, and email receptivity) are associated with customer engagement behaviors. Customers’ email receptivity moderates the impact of channel characteristics (web usability and store proximity). This study asserts that certain interactive touchpoints for receptive customers can build up a loyalty loop, indicating the need for a catalyst channel bridging the inner and outer circles of the loyalty loop. By directly and indirectly reinforcing customer engagement behaviors, permission-based email can solidify customers’ presence in the inner circle of the loyalty loop.

Keywords: Omnichannel marketing; Loyalty loop; Customer engagement; e-commerce; Academic-practice collaboration (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s10660-022-09661-6

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