Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/26922
Title: | The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty | Authors: | Christoforou, Tandy Melanthiou, Yioula |
Major Field of Science: | Social Sciences | Field Category: | Economics and Business | Issue Date: | 1-Jan-2019 | Source: | Palgrave Studies of Cross-Disciplinary Business Research, in Association with EuroMed Academy of Business, pp. 239-260, 2019 | Start page: | 239 | End page: | 260 | 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. | URI: | https://hdl.handle.net/20.500.14279/26922 | ISBN: | 978-3-030-17523-8 | DOI: | 10.1007/978-3-030-17523-8_11 | Rights: | © The Author(s) | Type: | Book Chapter | Affiliation : | University of Nicosia |
Appears in Collections: | Κεφάλαια βιβλίων/Book chapters |
Files in This Item:
File | Size | Format | |
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978-3-030-17523-8_11.pdf | 352.12 kB | Adobe PDF | View/Open |
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