The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty

Tandy Christoforou and Yioula Melanthiou ()
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Tandy Christoforou: University of Nicosia
Yioula Melanthiou: University of Nicosia

Chapter 11 in The Synergy of Business Theory and Practice, 2019, pp 239-260 from Palgrave Macmillan

Abstract: Abstract This chapter explores the challenges of an integrated Omni-channel retailing strategy in the ‘bricks and clicks’ retail cosmetics industry of Cyprus, and the impact of this strategy on the attitudinal perspective of customers’ loyalty. Through a qualitative exploratory approach, and specifically a single embedded case study, it was found that when a ‘brick and click’ retailer correctly establishes the Omni-channel retailing strategy, customers’ loyalty is positively influenced. Combining theory with empirical findings, this chapter additionally develops an Omni-channel retailing framework that demonstrates the challenges and current capabilities of the Omni-channel retailing strategy, which are working in a synchronized and integrated manner, resulting in the unification of the internal operating systems/departments, integrating all retailing channels, and communicating a consistent brand image.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-030-17523-8_11

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DOI: 10.1007/978-3-030-17523-8_11

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