Driving customer engagement and citizenship behaviour in omnichannel retailing: evidence from the fashion sector

Q1 Business, Management and Accounting
Suha Fouad Salem, Alshaimaa Bahgat Alanadoly
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引用次数: 0

Abstract

Purpose This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influence of return policies on the relationship between customer engagement and customer citizenship behaviour was also examined. Design/methodology/approach Partial least squares structural equation modelling (PLS-SEM) is used to examine the framework of the proposed study with data collected through a survey ( n = 251) to examine the opinions of the respondents about the variables mentioned. The authors also assessed the proposed framework using predictive power assessment using PLS predict. Findings The study results reveal that customers’ experiences of integration and flexibility in omnichannel retail are positively associated with their engagement. However, customer experiences of connectivity, consistency and personalization do not appear to affect customer engagement significantly in omnichannel retail. The return policy positively moderates the relationship between customer engagement and customer citizenship behaviour in the omnichannel fashion retail context. Predictive power assessment shows that the proposed model has high prediction accuracy. Originality/value This study contributes to the marketing literature by investigating different dimensions of consumer experience collectively and its impact on customer engagement and citizenship behaviour. Furthermore, the study contributes to omnichannel retail in fashion industry by testing the return policy as a moderator variable on the relationship between customer engagement and citizenship behaviour.
在全渠道零售中推动客户参与和公民行为:来自时尚行业的证据
本研究以SOR理论为基础,旨在通过研究不同的顾客体验如何增强顾客参与以及这种参与如何导致顾客公民行为,来丰富对全渠道时尚零售中顾客公民行为的理解。退货政策对客户参与和客户公民行为之间关系的影响也进行了研究。设计/方法/方法偏最小二乘结构方程模型(PLS-SEM)用于通过调查(n = 251)收集的数据来检查拟议研究的框架,以检查受访者对所提到的变量的意见。作者还评估了使用PLS预测的预测能力评估提出的框架。研究结果表明,全渠道零售中顾客对整合和灵活性的体验与他们的参与度呈正相关。然而,在全渠道零售中,连通性、一致性和个性化的客户体验似乎对客户参与没有显著影响。在全渠道时尚零售环境下,退货政策正向调节顾客参与和顾客公民行为之间的关系。预测能力评估表明,该模型具有较高的预测精度。独创性/价值本研究通过调查消费者体验的不同维度及其对客户参与和公民行为的影响,为营销文献做出了贡献。此外,该研究通过测试退货政策作为顾客参与与公民行为之间关系的调节变量,为时尚行业的全渠道零售做出了贡献。
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
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