Developing customer engagement through communication consistency and channel coordination

Q1 Business, Management and Accounting
Mariafrancesca Sicilia, Mariola Palazón
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引用次数: 1

Abstract

Purpose This study aims to understand how integration efforts at both communication and channel levels can foster customer engagement behavior in the retail sector from the perspective of employees. Design/methodology/approach Data were collected through 231 face-to-face questionnaires completed by frontline employees in shopping centers. A structural equation modeling approach was applied to test the proposed hypotheses. Findings The results highlight the importance of integration efforts as external stimuli for enhancing employees’ perceptions about customer engagement behavior. Findings extend the stimulus-organism-response model by predicting responses that go beyond employees’ behavior to predict customer engagement behavior. Results also confirm the mediating role of attitudes toward marketing communications and synergy realization in the proposed model. Practical implications Retailers should integrate their multiple channels and operate consistently and in coordination through them to develop employees’ perceptions about customer engagement behavior. Managers should regularly collect information from their employees as they represent an important touchpoint in omnichannel retailing. Originality/value There is a gap in the omnichannel retailing literature regarding how integration efforts at a communication level may complement integration efforts at a channel level for developing customer engagement. This study addresses this gap by adopting a novel perspective using frontline employees as a source of information for assessing customer engagement behavior. It extends knowledge about how customer engagement behavior may be developed and strengthened from the employees’ point of view.
通过沟通一致性和渠道协调发展客户参与度
本研究旨在从员工的角度了解沟通和渠道层面的整合工作如何促进零售行业的客户参与行为。设计/方法/方法通过231份面对面的问卷调查收集数据,问卷由购物中心的一线员工填写。采用结构方程建模方法对提出的假设进行检验。研究结果强调了整合工作作为外部刺激对于提高员工对客户参与行为的认知的重要性。研究结果通过预测超越员工行为的反应来预测客户参与行为,从而扩展了刺激-有机体-反应模型。研究结果也证实了营销传播态度与协同实现在模型中的中介作用。实际意义零售商应该整合他们的多种渠道,并通过他们一致和协调地运作,以培养员工对客户参与行为的看法。管理者应该定期从员工那里收集信息,因为他们是全渠道零售的重要接触点。原创性/价值关于沟通层面的整合工作如何补充渠道层面的整合工作以促进客户参与,全渠道零售文献中存在空白。本研究采用了一种新颖的视角,将一线员工作为评估客户参与行为的信息来源,从而解决了这一差距。它扩展了如何从员工的角度发展和加强客户参与行为的知识。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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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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