TY - CHAP
T1 - The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty
AU - Christoforou, Tandy
AU - Melanthiou, Yioula
N1 - Publisher Copyright:
© 2019, The Author(s).
PY - 2019
Y1 - 2019
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85101431903&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-17523-8_11
DO - 10.1007/978-3-030-17523-8_11
M3 - Chapter
AN - SCOPUS:85101431903
T3 - Palgrave Studies of Cross-Disciplinary Business Research, in Association with EuroMed Academy of Business
SP - 239
EP - 260
BT - Palgrave Studies of Cross-Disciplinary Business Research, in Association with EuroMed Academy of Business
PB - Palgrave Macmillan
ER -