Work

Customer inspiration in retailing: The role of perceived novelty and customer loyalty across offline and online channels

Year: 2023

Type: article

Abstract: Inspiring customers allows retailers to increase purchase intention and customer loyalty. Customers employ multiple channels for shopping, and they can be inspired to buy products both online and offline throughout the customer journey. However, no studies have focused on the antecedents and consequences of customer inspiration in the omnichannel environment. This study was based on novelty categorization theory and affect transfer theory and employed a survey to investigate how customer inspiration develops across channels. Results showed that cross-channel effects exist between customer inspiration states and highlighted the role of channel perceived novelty and customer loyalty as, respectively, antecedents and consequences of inspiration.

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2023.103592

Authors: Marta Frasquet, Marco Ieva, Alejandro Mollá-Descals

Institutions: Universitat de València, University of Parma

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,420

Funder: Generalitat Valenciana