IDEAS home Printed from https://ideas.repec.org/h/pal/pscchp/978-3-030-17523-8_11.html
   My bibliography  Save this book chapter

The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty

In: The Synergy of Business Theory and Practice

Author

Listed:
  • Tandy Christoforou

    (University of Nicosia)

  • Yioula Melanthiou

    (University of Nicosia)

Abstract

This chapter explores the challenges of an integrated Omni-channel retailing strategy in the ‘bricks and clicks’ retail cosmetics industry of Cyprus, and the impact of this strategy on the attitudinal perspective of customers’ loyalty. Through a qualitative exploratory approach, and specifically a single embedded case study, it was found that when a ‘brick and click’ retailer correctly establishes the Omni-channel retailing strategy, customers’ loyalty is positively influenced. Combining theory with empirical findings, this chapter additionally develops an Omni-channel retailing framework that demonstrates the challenges and current capabilities of the Omni-channel retailing strategy, which are working in a synchronized and integrated manner, resulting in the unification of the internal operating systems/departments, integrating all retailing channels, and communicating a consistent brand image.

Suggested Citation

  • Tandy Christoforou & Yioula Melanthiou, 2019. "The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Alkis Thrassou & Demetris Vrontis & Yaakov Weber & S. M. Riad Shams & Evangelos Tsoukatos (ed.), The Synergy of Business Theory and Practice, chapter 11, pages 239-260, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-030-17523-8_11
    DOI: 10.1007/978-3-030-17523-8_11
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:pscchp:978-3-030-17523-8_11. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://link.springer.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.