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Shaping Customer Engagement, Repurch...

Lopes, Ana Catarina Horta,

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Shaping Customer Engagement, Repurchase Intention and Positive Word-of-Month in Omnichannel Retailing Context /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Shaping Customer Engagement, Repurchase Intention and Positive Word-of-Month in Omnichannel Retailing Context // Ana Catarina Horta Lopes.
作者:	Lopes, Ana Catarina Horta,
面頁冊數:	1 electronic resource (80 pages)
附註:	Source: Masters Abstracts International, Volume: 83-10.
Contained By:	Masters Abstracts International83-10.
標題:	Purchasing. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29030622
ISBN:	9798209926825

Shaping Customer Engagement, Repurchase Intention and Positive Word-of-Month in Omnichannel Retailing Context /
Lopes, Ana Catarina Horta,

Shaping Customer Engagement, Repurchase Intention and Positive Word-of-Month in Omnichannel Retailing Context /Ana Catarina Horta Lopes. - 1 electronic resource (80 pages)

Source: Masters Abstracts International, Volume: 83-10.

A seamless experience across different channels is a present challenge for all brands. Omnichannel is shaping customers' needs and expectations, brands must evolve their efforts to engage and empower their customers across several channels. The aim of this dissertation is to provide insights on how customer engagement and its outcomes, repurchase intention and positive word-of-mouth, change in an omnichannel environment. Thus, a research model was drawn and tested based on social exchange theory to explain customer engagement in an omnichannel environment. Two studies were conducted to better understand the proposed model: the first study with a secondary data approach provided insights on the market the study was conducted in: the skin care market in Portugal. Study number two used primary data to test the proposed model and its hypotheses through partial least square analysis. The findings of the study show that customer channel familiarity and channel integration quality are, indeed, related to customer engagement and its outcomes. However, customer empowerment was not found significant as a mediating effect between customer channel familiarity and customer engagement. This is mainly related to offline channels not being fully owned by skin care brands, which difficult their empowering effect towards customers. Nevertheless, customer empowerment is a mediating effect of channel integration quality and customer engagement. A consistent integration of channels makes customers feel more empowered, and, consequently, more engaged leading customers to repurchase brands' products and sharing positive comments about the brand with others.

English

ISBN: 9798209926825Subjects--Topical Terms:

652497
Purchasing.

Shaping Customer Engagement, Repurchase Intention and Positive Word-of-Month in Omnichannel Retailing Context /
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520 $a A seamless experience across different channels is a present challenge for all brands. Omnichannel is shaping customers' needs and expectations, brands must evolve their efforts to engage and empower their customers across several channels. The aim of this dissertation is to provide insights on how customer engagement and its outcomes, repurchase intention and positive word-of-mouth, change in an omnichannel environment. Thus, a research model was drawn and tested based on social exchange theory to explain customer engagement in an omnichannel environment. Two studies were conducted to better understand the proposed model: the first study with a secondary data approach provided insights on the market the study was conducted in: the skin care market in Portugal. Study number two used primary data to test the proposed model and its hypotheses through partial least square analysis. The findings of the study show that customer channel familiarity and channel integration quality are, indeed, related to customer engagement and its outcomes. However, customer empowerment was not found significant as a mediating effect between customer channel familiarity and customer engagement. This is mainly related to offline channels not being fully owned by skin care brands, which difficult their empowering effect towards customers. Nevertheless, customer empowerment is a mediating effect of channel integration quality and customer engagement. A consistent integration of channels makes customers feel more empowered, and, consequently, more engaged leading customers to repurchase brands' products and sharing positive comments about the brand with others.
520 3 $a O omnicanal está a moldar os consumidores e as marcas têm de atuar no sentido de capacitar e envolver os consumidores através de vários canais. O objetivo desta dissertação é fornecer informação sobre como o engagement do cliente, a intenção de recompra e o passa-palavra positivo, mudam num ambiente de omnicanal. Assim, foi desenhado e testado um modelo baseado na teoria de troca social para explicar o envolvimento do consumidor num ambiente de omnicanal. Foram realizados dois estudos para compreender o modelo proposto: o primeiro estudo proporcionou uma visão do mercado no qual o estudo foi realizado: o mercado de cuidados da pele em Portugal. O segundo estudo testou o modelo e hipóteses propostas pela análise de parciais dos mínimos quadrados. Os resultados do estudo demonstram que a familiaridade com o canal do cliente e a qualidade da integração de canal estão correlacionados com o engagement do cliente e os seus resultados. No entanto, a capacitação do consumidor não se revelou significativo como um efeito mediador entre a familiaridade e o engagement do cliente. Tal sucede, nomeadamente, devido às lojas físicas não serem totalmente propriedade de nenhuma marca de cuidados de pele, o que dificulta o seu envolvimento no capacitação do cliente. No entanto, a capacitação do consumidor é um efeito mediador da qualidade da integração dos canais e do engagement do cliente. Uma integração consistente faz com que os clientes se sintam mais capacitados o que se revela intenção de recompra e passa-palavra positivo.
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