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2019 | OriginalPaper | Buchkapitel

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

verfasst von : Tandy Christoforou, Yioula Melanthiou

Erschienen in: The Synergy of Business Theory and Practice

Verlag: Springer International Publishing

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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.

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Titel: The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty
verfasst von: Tandy Christoforou
Yioula Melanthiou
Verlag: Springer International Publishing
Buch: The Synergy of Business Theory and Practice
Print ISBN: 978-3-030-17522-1

Electronic ISBN: 978-3-030-17523-8

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-17523-8_11

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