What is missing from the omnichannel shopping experience? Probing the drivers of loyalty in the food retail sector.

Abstract

The adoption of the omnichannel marketing model has introduced greater options for businesses for both online and in-store interaction with customers. Previous research has shown that the convenience of online marketing has facilitated many repeat purchases, but a good in-store experience remains a key determinant of customer loyalty. This study aimed to investigate the elements of the customer experience in physical shopping that motivate customer loyalty. Using qualitative analysis, the study found consumers’ positive perceptions of the quality of service delivered had positive associations with affective motivations for loyalty, while their perceptions of the fairness of goods’ pricing appealed to cognitive motivations for loyalty. Consumers’ positive perceptions about the quality of products purchased nurtured both affective and cognitive motivations for loyalty. Other results indicated that gains in affective motivations could be eroded by shortcomings in delivering cognitive motivations. The lack of consistency in reinforcing cognitive motivations was a key missing component in customers’ experience. The study contributes to literature by providing pointers for the marketing strategies that link food retailers’ efforts to the unique motivations for loyalty.