Loyalty Formation for Different Customer Journey Segments

Herhausen, Dennis; Kleinlercher, Kristina; Verhoef, Peter C.; Emrich, Oliver; Rudolph, Thomas

doi:10.1016/j.jretai.2019.05.001

Cited by 155 publications

(159 citation statements)

References 55 publications

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“…Combining online and offline channels along the journey may help customers to benefit from comparative channel advantages and thereby increase the amount of information gathered during search (Verhoef et al, 2007). As a consequence, customers with high levels of involvement are more likely to use different channels in their purchase journey (De Keyser et al, 2015;Herhausen et al, 2019). Given that the customer journey of webroomers allows them to extensively search online and in the physical store before purchase, we expect to find that customers' level of product involvement is positively associated with their propensity to engage in webrooming.…”

Section: Psychographic Variablesmentioning

confidence: 99%

“…As webrooming has become common practice in omnichannel consumer behavior across the world (Sands et al, 2016;Herhausen et al, 2019;Flavián et al, 2020), research on the webrooming phenomenon is becoming more and more important. In light of the newly gained complexity that has arisen with the multitude of different touchpoints and providers that customer can choose from along their journey, retailers struggle to identify, understand, and serve webroomers (Flavián et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Antecedents of Webrooming in Omnichannel Retailing

et al. 2020

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Although webrooming has become common practice in omnichannel consumer behavior, only a few empirical studies have managed to shed light on the phenomenon. With this research work, we aim to investigate important antecedents of webrooming. We base our conceptual framework on anticipated utility theory and expect that customers’ anticipated utility from using the physical store versus the online store for purchase can be predicted by four groups of antecedents: psychographic variables, shopping motivations, channel-related variables, and product-related variables. With the help of a data set from a large cross-national online survey in which 1497 customers reconstruct their last purchase journey, we differentiate webroomers from pure online shoppers. In addition, we disentangle customers who used retailer-owned, competitor-owned, and independent touchpoints along the search and purchase phase of the customer journey in order to characterize webroomers in an omnichannel context and assess their prevalence in different countries and industries. Our insights on the characteristics and antecedents of webrooming help retailers to detect and better understand the psychology behind the webrooming phenomenon from a consumer perspective in an omnichannel retailing environment. In addition, results from our exploratory analysis on the positive association between webrooming and customer spending contribute to research and practice by providing first evidence on the economic value of webrooming.

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Section: Psychographic Variablesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Antecedents of Webrooming in Omnichannel Retailing

et al. 2020

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“…This report also forecasted that with the growth rate of 6.10%, the projected market volume will be US$153.51 billion in 2024 and new user penetration of 23.90%. Every user will spend an average amount to groups to purchase same or similar products from the same brand (Belwal and Amireh, 2018;Ghazzawi and Alharbi, 2019;Herhausen et al, 2019) and contribute to higher sales and business profit (Razak and Shamsudin, 2019;Uddin, 2013). According to Morra et al (2018), social media generates an impact on their reviews about the brand, on their satisfaction level, and their perception.…”

Section: Introductionmentioning

confidence: 99%

Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates?

Uzir

Jerin

Halbusi

et al. 2020

Heliyon

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Customer is considered as the king in the world of business. The issue of customer satisfaction in electronics home appliances has received greater attention from academics and practitioners. In other words, customer satisfaction is a vital consideration in marketing. With the development of technology, new and innovative electronic home appliances are available in the market. Customers purchase and use the costly electronic home appliances where the satisfaction issue is an important concern. In Bangladesh, working families find the electronic home appliance very necessary. Companies offer state-of- the-art appliances for customers' household works. Therefore, the study intends to investigate the effect of product quality (PQ), quality of service (SQ) and perceived value on customer satisfaction (CS). In addition, this study also seeks this relationship shaped by customer's perceived value (CPV) as a key mechanism and interacted by social media usage. A total of 300 households were selected on a judgmental basis from Dhaka city in Bangladesh using a structured questionnaire. Collected data were CB-SEM (AMOS-v24) and SPSS. The findings showed PQ and SQ have positive effects on CS; SQ affects, but PQ does not affect CPV. CPV has a mixing mediating effect on SQ and CS relationship and PQ and CS relationship. Importantly, the positive impact of PQ, SQ and CPV is greater on customers who exhibit higher social media use. The conceptual framework was buttressed by EDT theory. The study contributed to contextual and theoretical knowledge in regards to home appliances. The practicing managers can collect an insight of customer satisfaction for their business.

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“…Early studies focused on channel usage in certain product categories without considering a specific retailer or company (Sands et al, 2016;Frasquet et al, 2015;Konus et al, 2008). Several researchers, however, have segmented customers based on their use of channels in a specific transaction with a specific retailer (De Keyser et al, 2015;Schröder and Zaharia, 2008;Herhausen et al, 2019). Regarding individual characteristics, the literature has considered brand loyalty (Herhausen et al, 2019;Konus et al, 2008;Sands et al, 2016), perceived shopping enjoyment (Konus et al, 2008;Sands et al, 2016), motivation to conform (Konus et al, 2008;Sands et al, 2016;Frasquet et al, 2015), innovativeness (Konus et al, 2008;Sands et al, 2016;De Keyser et al, 2015), time pressures (Konus et al, 2008;Sands et al, 2016;Frasquet et al, 2015), risk aversion (De Keyser et al, 2015;Schröder and Zaharia, 2008), gender (Konus et al, 2008;Sands et al, 2016;De Keyser et al, 2015;Frasquet et al, 2015), education (De Keyser et al, 2015), age (Konus et al, 2008;Sands et al, 2016;De Keyser et al, 2015;Frasquet et al, 2015) and income/revenue (De Keyser et al, 2015;Sands et al, 2016), etc.…”

Section: Segmentation Of Omni-channel Customersmentioning

confidence: 99%

“…This literature, dealing with omni-channel shopping from the consumer perspective, analyze the use of different touch points at different stages of a single purchase process (Rapp et al, 2015;Frasquet et al, 2015;Viejo Fernández et al, 2018). From the customer journey perspective, it includes both distribution channels and communication channels (Herhausen et al, 2019;Mosquera et al, 2018;Payne et al, 2017) and one or more providers. Some of the phenomena that appear in this context include showrooming that is, customers' experiencing products in the physical store, then buying them online and webrooming when they research products online but purchase them in a physical store (Kumar et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

Omni-channel users and omni-channel customers: a segmentation analysis using distribution services

Cortiñas

Chocarro

Elorz

2019

SJME

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Purpose Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete a given purchase and between purchases. The authors make a distinction between omni-channel customers, who make use of distribution services in both channels and omni-channel users, who make partial use of the distribution services of one channel to support purchases in another. This paper aims to identify the omni-channel behavior among the customers of a global fast fashion retailer dealing in a wide range of apparel and clothing accessories. Design/methodology/approach Using a multinomial logit model, the authors perform a customer segmentation based on observed omni-channel behavior, considering the explanatory roles of demographics, distribution service features and customer service policies across the different retail channels. Findings The authors observe that the key retail channel features for explaining omni-channel customer behavior are product accessibility, both in store and online; the assurance that goods purchased online will satisfy the customer’s needs and expectations; and the option to return goods found unsatisfactory. Practical implications The results clearly show that the nature of the visits and purchases made by customers is determined by various components of the companýs customer service policy, which can, therefore, be used to guide the retailer’s segmentation strategy. Originality/value Future lines of research should explore the economic implications of this customer segmentation. The price perception data emerging from our findings suggest a greater sensitivity to prices in the mono-channel segment, which might be worth exploring in future research. Future research Future lines of research should explore the economic implications of this customer segmentation. The price perception data emerging from our findings suggest a greater sensitivity to prices in the mono-channel segment which might be worth exploring in future research.

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Loyalty Formation for Different Customer Journey Segments

Cited by 155 publications

References 55 publications

Antecedents of Webrooming in Omnichannel Retailing

Antecedents of Webrooming in Omnichannel Retailing

Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates?

Omni-channel users and omni-channel customers: a segmentation analysis using distribution services

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