A Study on Omnichannel Customer Experience and Customer Loyalty in Consumer Electronics Retailing

Öz

The benefits and barriers of omni-channel in convenience retailing have been extensively studied, yet in spite of these advantages, the essential factors that make up efficient omni-channel operations and how customers react to omni-channel marketing strategies are still uncertain. The opportunities and challenges of omnichannel in the retail industry have been widely discussed, but despite these benefits, the key elements that constitute effective omnichannel operations and how customers respond to omnichannel retailing strategies remain unclear. Taking into account the role of relationship quality, this study proposes a model to analyze the moderating effect of personal innovativeness on customer experiences and loyalty of holistic channel elements (word-of-mouth and repurchase intention) and applies it to the consumer electronics industry. The competitive advantage of businesses when they focus on holistic channel activities by providing uninterrupted service is analysed through the literature and the model. The findings show that businesses can use a holistic channel strategy to ensure customer loyalty and give valuable implications for executives who want to use omnichannel strategies to provide customers with premium experiences.

Anahtar Kelimeler

• Customer Experience
• Omnichannel Customer Experience
• Relationship Quality
• Personal Innovativeness
• Loyalty Intention

Tüketici Elektroniği Perakendeciliğinde Bütüncül Kanal Müşteri Deneyimi ve Müşteri Sadakati Üzerine Bir Araştırma

Öz

Perakende sektöründe bütüncül kanal faaliyetleri (omnichannel) fırsatları ve zorlukları geniş çapta tartışılmıştır, ancak bu faydalara rağmen etkili bir bütüncül kanal faaliyetleri oluşturan temel unsurları ve müşterilerin bütüncül kanal perakendecilik stratejilerine nasıl tepki verdiği belirsizliğini korumaktadır. Bu araştırma, bütüncül kanal unsurların müşteri deneyimi ve sadakatini (ağızdan ağıza iletişim ve yeniden satın alma niyetleri) nasıl etkilediğini inceleyip; ilişki kalitesi rolünü de göz önünde bulundurarak kişisel yenilikçilik düzenleyici etkisini test etmek amacıyla bir model geliştirmiş ve bunu tüketici elektroniği sektörü üzerinde gerçekleştirmiştir. İşletmelerin odağına bütüncül kanal faaliyetlerini kesintisiz hizmet vererek aldığında sağladığı rekabet avantajını literatür çerçevesinden ve oluşturulan model üzerinden incelenmektedir. Bulgular, işletmelerin müşteri sadakatini sağlamak için bütüncül kanal stratejisi kullanabileceğini göstermekte ve müşterilere üstün deneyimler sunmak için çok kanallı stratejileri kullanmak isteyen uygulayıcılar için içgörü sağlamaktadır.

Anahtar Kelimeler

• Müşteri Deneyimi
• Bütüncül Kanal Müşteri Deneyimi
• İlişki Kalitesi
• Kişisel Yenilikçilik
• Sadakat Niyeti

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