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Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty

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Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty

dc.contributor.author	Cotarelo, M.
dc.contributor.author	Fayos, T.
dc.contributor.author	Calederón, H.
dc.contributor.author	Mollà, A.
dc.date.accessioned	2021-11-10T12:14:05Z
dc.date.available	2021-11-10T12:14:05Z
dc.date.issued	2021
dc.identifier.uri	https://hdl.handle.net/10550/80695
dc.description.abstract	Omni-channel retailing consists of the complete alignment of the different channels and touchpoints that generate a seamless experience for consumers, allowing them to move freely through all channels. The consumer's perception of a seamless and consistent omni-channel experience is called intensity. This study reveals that this intensity in the shopping experience can offer value to consumers, and that intensity and shopping value also influence satisfaction and loyalty. We propose a relationship model that had been tested in a quantitative study with PLS, with a representative sample of buyers who had used the Click and Collect system. The main contribution of this study is to the literature on the analysis of omni-channels from the consumer experience perspective, through an in-depth analysis of the concepts of intensity and shopping value, as well as their relationship with satisfaction and loyalty. The results revealed the existence of a positive relationship between intensity and shopping value, and between these two variables and satisfaction and loyalty. Keywords: omni-channel; intensity; shopping value; satisfaction; loyalty
dc.language.iso	eng
dc.relation.ispartof	Sustainability, 2021
dc.source	Cotarelo, M. Fayos, T. Calederón, H. Mollà, A. 2021 Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty Sustainability
dc.subject	Màrqueting
dc.title	Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty
dc.type	journal article	es_ES
dc.date.updated	2021-11-10T12:14:05Z
dc.identifier.doi	https://doi.org/10.3390/su13115961
dc.identifier.idgrec	148766
dc.rights.accessRights	open access	es_ES