How do offline and online environments matter in the relational marketing approach?

Gómez, Mar; González‐Díaz, Belén; Martín‐Consuegra, David; Molina, Arturo

doi:10.1080/1331677x.2017.1311224

Cited by 7 publications

(6 citation statements)

References 41 publications

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“…A number of multinational companies have decided to practice omni-channel management approaches in an effort to maximize their customer shopping experience through digital service platforms. Companies are implementing omni-channel strategies to enhance customer value (Gómez et al, 2017), positioning omni-channels as the future standard over the next decade (Von Briel, 2018). Recently, retailers have acknowledged the significance of adopting omni-channel strategies and started to practice this new method, although the transition is much slower than anticipated (Weinswig, 2019).…”

Section: Resultsmentioning

confidence: 99%

Mapping the Trend of Digital Transformation in Omni-Channel Retailing: A Bibliometric Analysis

Nadia Hasbullah,

Riyard Kiflee,

Anwar

et al. 2024

MMI

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The omnichannel, a new concept in retailing, has surpassed the genre of electronic business (e-commerce) and has significantly influenced consumer thoughts and decisions. This approach refers to a retailing approach that has transformed the way customers shop, seamlessly transitioning between online and offline platforms due to the increased usage of smartphones and tablets. Presently, retailers are focusing on delivering excellent service experiences. However, despite being a prominent topic in the retail sector, bibliometric and systematic reviews exploring omni-channels are scarce. To contribute to further research collaboration and expand knowledge in this subject area, a bibliometric study was conducted to examine omni-channel research trends, including publication outputs, notable journals, top-performing authors, leading countries, and author keywords. A total of 773 articles were acquired from Scopus databases from 2013 to March 2023. The findings revealed a continuous increase in the number of omni-channel publications each year, indicating its growing relevance in the retail industry. Among the 61 countries analysed, Chile had the highest number of active paper publications, followed by Sweden and Spain. The systematic analysis conducted using VOSviewer identified 2103 keywords. This research explores focal points in research, evaluates trends in evolution, visualizes collaboration networks, and identifies a prominent topic in the field of omni-channel research. Cluster analysis revealed prominent topics of interest within the omni-channel context, including the grocery, fashion, luxury, and tourism domains. As a result, this study provides an information and implementation direction for the development of omni-channel retailing.

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Section: Resultsmentioning

confidence: 99%

Mapping the Trend of Digital Transformation in Omni-Channel Retailing: A Bibliometric Analysis

Nadia Hasbullah,

Riyard Kiflee,

Anwar

et al. 2024

MMI

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“…Contemporary information and communication technology allows the rapid exchange of ideas and experiences. Due to specifics of the travel sector, offline channels offer tourists more social and special treatment benefits than the online environment (G omez, Gonz alez-D ıaz, Mart ın-Consuegra, & Molina, 2017). Whether this technology also increases the possibility of more tourists becoming market mavens remains to be explored in some future research.…”

Section: Discussionmentioning

confidence: 99%

The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers

Lončarić

Prodan

Dlačić

2019

Economic Research-Ekonomska Istraživanja

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The purpose of this paper is to explain the role of market mavens in the tourist sector and to explore the importance of tourist experience co-creation in increasing loyalty to service providers. A survey was conducted on a sample of 425 Croatian residents who had travelled at least once in the year before the study. Two hypotheses were set and empirically tested by partial least square structural equation modelling (PLS-SEM). This research confirms that market mavens are inclined to share tourist experiences and to engage in tourist experience co-creation. It also shows that if market mavens are co-creating tourist experience with travel professionals they are more likely to continue to collaborate with the same service provider, hence, demonstrating loyalty. This paper contributes to knowledge of consumer behaviour in tourism by emphasising the role of market mavens in co-creating tourist experience. The scientific contribution is found in testing the influence of market mavens on co-creating tourist experience and loyalty to service providers. The paper also explains the implications for service providers in tourism. Learning about the influence of market mavens on the process of co-creating tourist experience can help service providers to engage more with these individuals to enhance their loyalty.

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“…In the literature, as a rule, purchasers' activity regarding cooperation with offerors refers to the internet [23,25,42], including social media [43][44][45], and many advantages are ascribed to it, while the shortcomings and barriers of cooperation in this environment are ignored [46]. In practice, interaction between final purchasers and offerors can of course also take place in the real world [46][47][48]. This results, inter alia, from the fact that most human activity still takes place off the internet.…”

Section: Literature Reviewmentioning

confidence: 99%

Cooperation between Final Purchasers and Offerors in the Online and Offline Environments vs. the Benefits Derived by Active Purchasers

Baruk

Grzesiak

2020

Sustainability

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The purpose of article is to identify opinions on the preferred environment of cooperation between final purchasers and offerors, and to determine the benefits that the purchaser may derive from this cooperation depending on the environment in which the cooperation takes place. To prepare the theoretical part of the article, cognitive-critical analysis of the world literature on marketing, market behavior, and management was used. The results of this analysis indicate a cognitive and research gap in the area of considerations about the environment of cooperation between final purchasers and offerors and the importance of this environment in relation to the expected benefits. In order to reduce the identified gaps, empirical studies were conducted among Polish adult representatives of final purchasers, in which the survey method was used to collect primary data. The primary data collected was subjected to statistical analysis using various methods (average score analysis, exploratory factor analysis, cluster analysis) and statistical tests (e.g., the Kruskal–Wallis test). The results of the statistical analysis made it possible to verify the formulated research hypotheses. It was found, inter alia, that the majority of respondents considered offline and online environments to be equally useful for cooperation between final purchasers and offerors. More than half of the respondents appreciated benefits related to personal development (through gaining new knowledge, skills, and experience), social development (through building relationships with other people), and creating offers better suited to purchaser expectations due to influencing their shape. The preferred environment of cooperation with offerors was a feature differentiating opinions on the benefits of the following: Personal development, social development, and the possibility of obtaining an offer that better meets the expectations of purchasers. This feature did not differentiate benefits related to psychological development and material benefits. Conclusions drawn from the research have a high cognitive value (increasing knowledge about the behavior of active purchasers) and practical value (helping managers to create conditions favorable for cooperation between offerors and final purchasers).

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How do offline and online environments matter in the relational marketing approach?

Cited by 7 publications

References 41 publications

Mapping the Trend of Digital Transformation in Omni-Channel Retailing: A Bibliometric Analysis

Mapping the Trend of Digital Transformation in Omni-Channel Retailing: A Bibliometric Analysis

The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers

Cooperation between Final Purchasers and Offerors in the Online and Offline Environments vs. the Benefits Derived by Active Purchasers

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