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Omnichannel Experience in Loyalty Loop for Customer Engagement Management

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Taewon Suh

    (Texas State University)

  • Sang Bong Lee

    (Black Hills State University)

Abstract

This study explicates customers’ experience in the context of omnichannel integration strategy by synthesizing a disparate body of research in the topic areas of omnichannel marketing, customer engagement, and loyalty loop. The research model was built on a strategic set of managerial factors and their influences on customer engagement behaviors in the initial stage of omnichannel integration. Analysis results found that web usability and customer characteristics, such as share of store visits, social media use, and email receptivity, were associated with customer engagement behaviors. Customers’ email receptivity moderated the impact of channel characteristics, including web usability and store proximity.

Suggested Citation

  • Taewon Suh & Sang Bong Lee, 2022. "Omnichannel Experience in Loyalty Loop for Customer Engagement Management," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez (ed.), Advances in Digital Marketing and eCommerce, pages 57-64, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-05728-1_8
    DOI: 10.1007/978-3-031-05728-1_8
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