IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/114025.html
   My bibliography  Save this paper

Effective digital loyalty strategies in services during COVID-19 pandemic: does digital adoption matter?

Author

Listed:
  • Niros, Meletios
  • Niros, Angelica

Abstract

E-consumer Behaviour is a shifting fast as more and more consumers migrate from physical to digital stores to limit physical interaction. This research explores the effectiveness of digital loyalty strategies in services’ industry under the light of the ongoing pandemic and the respective increase in terms of Digital Adoption (DA) within the industry. In addition, this study investigates the direct effects of perceived in-store infection threat (SIT). To collect data, online self-administered survey was utilized in Greece, where 235 adult consumers participated. Findings revealed that SIT benefits Repurchase Intentions (RI) of digital services, since it exerted positive direct effects in using digital channels. Moreover, DA moderates the effectiveness of loyalty strategies. As a result, marketing strategies and practices are proposed sensitive to digital adoption or frequency of use.

Suggested Citation

  • Niros, Meletios & Niros, Angelica, 2022. "Effective digital loyalty strategies in services during COVID-19 pandemic: does digital adoption matter?," MPRA Paper 114025, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:114025
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/114025/1/MPRA_paper_114025.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lenka Svajdova, 2021. "Consumer Behaviour during Pandemic of COVID-19," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 6(3), pages 34-37, March.
    2. Gielens, Katrijn & Ma, Yu & Namin, Aidin & Sethuraman, Raj & Smith, Ronn J. & Bachtel, Robert C. & Jervis, Suzanne, 2021. "The Future of Private Labels: Towards a Smart Private Label Strategy," Journal of Retailing, Elsevier, vol. 97(1), pages 99-115.
    3. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Liébana-Cabanillas, Francisco, 2021. "Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    4. Ho, Mia Hsiao-Wen & Chung, Henry F.L., 2020. "Customer engagement, customer equity and repurchase intention in mobile apps," Journal of Business Research, Elsevier, vol. 121(C), pages 13-21.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Namin, Aidin & Soysal, Gonca P. & Ratchford, Brian T., 2022. "Alleviating demand uncertainty for seasonal goods: An analysis of attribute-based markdown policy for fashion retailers," Journal of Business Research, Elsevier, vol. 145(C), pages 671-681.
    3. Zhang, Xiuyi & Hou, Wenhua, 2022. "The impacts of e-tailer's private label on the sales mode selection: From the perspectives of economic and environmental sustainability," European Journal of Operational Research, Elsevier, vol. 296(2), pages 601-614.
    4. Ratchford, Brian & Gauri, Dinesh K. & Jindal, Rupinder P. & Namin, Aidin, 2023. "Innovations in retail delivery: Current trends and future directions," Journal of Retailing, Elsevier, vol. 99(4), pages 547-562.
    5. Svetlana S. Aleksanova & Marina Yu. Sheresheva & Lilia A. Valitova & Konstantin N. Aleksanov & Junzhi Deng, 2024. "Factors in consumer choice of Russian retail chains’ private labels: The role of green attributes," Upravlenets, Ural State University of Economics, vol. 15(3), pages 85-98, July.
    6. Casado-Aranda, Luis-Alberto & Sánchez-Fernández, Juan & Ibáñez-Zapata, José-à ngel, 2022. "It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Woo, Hongjoo & Shin, Daeun Chloe & Kim, Naeun Lauren & Tong, Zhenghao & Kwon, Soyon, 2024. "Can sharing with others whom consumers Can't see increase their sense of community? An examination of social presence on sharing platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    8. Francisco Liébana-Cabanillas & Francisco Muñoz-Leiva & Sebastián Molinillo & Elena Higueras-Castillo, 2022. "Do biometric payment systems work during the COVID-19 pandemic? Insights from the Spanish users' viewpoint," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 8(1), pages 1-25, December.
    9. Choi, S. Chan & Turut, Ozge, 2023. "National brand’s competition with premium private labels: The role of context-dependent preferences," Journal of Business Research, Elsevier, vol. 165(C).
    10. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    11. Hao Chen & Alvin Lim, 2024. "The weakening pricing power of major brand over private label grocery products: evidence from a Dutch retailer," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(5), pages 396-405, October.
    12. Dang, Son-Hoang & Nguyen, Luan-Thanh, 2023. "What drives customer loyalty in social commerce sector? PLS-SEM approach," MPRA Paper 119509, University Library of Munich, Germany, revised 15 Oct 2023.
    13. Steenkamp, Jan-Benedict E.M., 2024. "What is holding private label back in the United States and in emerging markets?," Journal of Retailing, Elsevier, vol. 100(1), pages 56-69.
    14. Méndez-Suárez, Mariano & Crespo-Tejero, Natividad, 2021. "Why do banks retain unprofitable customers? A customer lifetime value real options approach," Journal of Business Research, Elsevier, vol. 122(C), pages 621-626.
    15. Hafiz Wasim Akram & Samreen Akhtar & Alam Ahmad & Imran Anwar & Mohammad Ali Bait Ali Sulaiman, 2023. "Developing a Conceptual Framework Model for Effective Perishable Food Cold-Supply-Chain Management Based on Structured Literature Review," Sustainability, MDPI, vol. 15(6), pages 1-28, March.
    16. Liu, Na & Li, Jing, 2024. "The time code of online consumption: Exploring the impact of work hours on online consumption in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    17. Polyakova, V. & Streltsova, E. & Iudin, I. & Kuzina, L., 2024. "Irreversible effects? How the digitalization of daily practices has changed after the COVID-19 pandemic," Technology in Society, Elsevier, vol. 76(C).
    18. Victoria Stanciu & Sinziana-Maria Rindasu, 2021. "Artificial Intelligence in Retail: Benefits and Risks Associated With Mobile Shopping Applications," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 1-46, February.
    19. Garrido-Morgado, à lvaro & González-Benito, Óscar, 2024. "Applying the triple coherence line to in-store marketing plans to increase private label market share," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    20. Gielens, Katrijn & Dekimpe, Marnik & Mukherjee, A. & Tuli, Kapil R., 2023. "The future of private-label markets: A global convergence approach," Other publications TiSEM 06f4bad4-fc32-42f4-8b7f-2, Tilburg University, School of Economics and Management.

    More about this item

    Keywords

    Customer Equity Drivers; e-Consumer Behaviour; COVID-19; Services;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:pra:mprapa:114025. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    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.