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

Tandy Christoforou, Yioula Melanthiou

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    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.

    Original languageEnglish
    Title of host publicationPalgrave Studies of Cross-Disciplinary Business Research, in Association with EuroMed Academy of Business
    PublisherPalgrave Macmillan
    Pages239-260
    Number of pages22
    DOIs
    Publication statusPublished - 2019

    Publication series

    NamePalgrave Studies of Cross-Disciplinary Business Research, in Association with EuroMed Academy of Business
    ISSN (Print)2523-8167
    ISSN (Electronic)2523-8175

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