Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/21166 |
Resumo: | A seamless experience across different channels is a present challenge for all brands. Omnichannel is shaping customers' needs and expectations, brands must evolve their efforts to engage and empower their customers across several channels. The aim of this dissertation is to provide insights on how customer engagement and its outcomes, repurchase intention and positive word-of-mouth, change in an omnichannel environment. Thus, a research model was drawn and tested based on social exchange theory to explain customer engagement in an omnichannel environment. Two studies were conducted to better understand the proposed model: the first study with a secondary data approach provided insights on the market the study was conducted in: the skin care market in Portugal. Study number two used primary data to test the proposed model and its hypotheses through partial least square analysis. The findings of the study show that customer channel familiarity and channel integration quality are, indeed, related to customer engagement and its outcomes. However, customer empowerment was not found significant as a mediating effect between customer channel familiarity and customer engagement. This is mainly related to offline channels not being fully owned by skin care brands, which difficult their empowering effect towards customers. Nevertheless, customer empowerment is a mediating effect of channel integration quality and customer engagement. A consistent integration of channels makes customers feel more empowered, and, consequently, more engaged leading customers to repurchase brands’ products and sharing positive comments about the brand with others. |
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Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing contextOmnichannelCustomer engagementPositive word of mouthRepurchase intentionCustomer empowermentCustomer channel familiarityChannel integration qualityOmnicanalEngagement do clientePassa-palavra positivoIntenção de recompraCapacitação do clienteFamiliaridade com o canal do clienteQualidade de integração de canalA seamless experience across different channels is a present challenge for all brands. Omnichannel is shaping customers' needs and expectations, brands must evolve their efforts to engage and empower their customers across several channels. The aim of this dissertation is to provide insights on how customer engagement and its outcomes, repurchase intention and positive word-of-mouth, change in an omnichannel environment. Thus, a research model was drawn and tested based on social exchange theory to explain customer engagement in an omnichannel environment. Two studies were conducted to better understand the proposed model: the first study with a secondary data approach provided insights on the market the study was conducted in: the skin care market in Portugal. Study number two used primary data to test the proposed model and its hypotheses through partial least square analysis. The findings of the study show that customer channel familiarity and channel integration quality are, indeed, related to customer engagement and its outcomes. However, customer empowerment was not found significant as a mediating effect between customer channel familiarity and customer engagement. This is mainly related to offline channels not being fully owned by skin care brands, which difficult their empowering effect towards customers. Nevertheless, customer empowerment is a mediating effect of channel integration quality and customer engagement. A consistent integration of channels makes customers feel more empowered, and, consequently, more engaged leading customers to repurchase brands’ products and sharing positive comments about the brand with others.O omnicanal está a moldar os consumidores e as marcas têm de atuar no sentido de capacitar e envolver os consumidores através de vários canais. O objetivo desta dissertação é fornecer informação sobre como o "engagement" do cliente, a intenção de recompra e o passa-palavra positivo, mudam num ambiente de omnicanal. Assim, foi desenhado e testado um modelo baseado na teoria de troca social para explicar o envolvimento do consumidor num ambiente de omnicanal. Foram realizados dois estudos para compreender o modelo proposto: o primeiro estudo proporcionou uma visão do mercado no qual o estudo foi realizado: o mercado de cuidados da pele em Portugal. O segundo estudo testou o modelo e hipóteses propostas pela análise de parciais dos mínimos quadrados. Os resultados do estudo demonstram que a familiaridade com o canal do cliente e a qualidade da integração de canal estão correlacionados com o "engagement" do cliente e os seus resultados. No entanto, a capacitação do consumidor não se revelou significativo como um efeito mediador entre a familiaridade e o "engagement" do cliente. Tal sucede, nomeadamente, devido às lojas físicas não serem totalmente propriedade de nenhuma marca de cuidados de pele, o que dificulta o seu envolvimento no capacitação do cliente. No entanto, a capacitação do consumidor é um efeito mediador da qualidade da integração dos canais e do "engagement" do cliente. Uma integração consistente faz com que os clientes se sintam mais capacitados o que se revela intenção de recompra e passa-palavra positivo.2021-12-02T00:00:00Z2020-11-02T00:00:00Z2020-11-022020-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/21166TID:202567753engLopes, Ana Catarina Hortainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:58:31Zoai:repositorio.iscte-iul.pt:10071/21166Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:30:28.470222Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context |
title |
Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context |
spellingShingle |
Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context Lopes, Ana Catarina Horta Omnichannel Customer engagement Positive word of mouth Repurchase intention Customer empowerment Customer channel familiarity Channel integration quality Omnicanal Engagement do cliente Passa-palavra positivo Intenção de recompra Capacitação do cliente Familiaridade com o canal do cliente Qualidade de integração de canal |
title_short |
Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context |
title_full |
Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context |
title_fullStr |
Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context |
title_full_unstemmed |
Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context |
title_sort |
Shaping customer engagement, repurchase intention and positive word-of-month in omnichannel retailing context |
author |
Lopes, Ana Catarina Horta |
author_facet |
Lopes, Ana Catarina Horta |
author_role |
author |
dc.contributor.author.fl_str_mv |
Lopes, Ana Catarina Horta |
dc.subject.por.fl_str_mv |
Omnichannel Customer engagement Positive word of mouth Repurchase intention Customer empowerment Customer channel familiarity Channel integration quality Omnicanal Engagement do cliente Passa-palavra positivo Intenção de recompra Capacitação do cliente Familiaridade com o canal do cliente Qualidade de integração de canal |
topic |
Omnichannel Customer engagement Positive word of mouth Repurchase intention Customer empowerment Customer channel familiarity Channel integration quality Omnicanal Engagement do cliente Passa-palavra positivo Intenção de recompra Capacitação do cliente Familiaridade com o canal do cliente Qualidade de integração de canal |
description |
A seamless experience across different channels is a present challenge for all brands. Omnichannel is shaping customers' needs and expectations, brands must evolve their efforts to engage and empower their customers across several channels. The aim of this dissertation is to provide insights on how customer engagement and its outcomes, repurchase intention and positive word-of-mouth, change in an omnichannel environment. Thus, a research model was drawn and tested based on social exchange theory to explain customer engagement in an omnichannel environment. Two studies were conducted to better understand the proposed model: the first study with a secondary data approach provided insights on the market the study was conducted in: the skin care market in Portugal. Study number two used primary data to test the proposed model and its hypotheses through partial least square analysis. The findings of the study show that customer channel familiarity and channel integration quality are, indeed, related to customer engagement and its outcomes. However, customer empowerment was not found significant as a mediating effect between customer channel familiarity and customer engagement. This is mainly related to offline channels not being fully owned by skin care brands, which difficult their empowering effect towards customers. Nevertheless, customer empowerment is a mediating effect of channel integration quality and customer engagement. A consistent integration of channels makes customers feel more empowered, and, consequently, more engaged leading customers to repurchase brands’ products and sharing positive comments about the brand with others. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-11-02T00:00:00Z 2020-11-02 2020-10 2021-12-02T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/21166 TID:202567753 |
url |
http://hdl.handle.net/10071/21166 |
identifier_str_mv |
TID:202567753 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134866852282368 |