• Revista: Journal of Business Research
  • Índice de calidad: Revista indexada en el JCR (que es el Journal Citation Reports, que es el índice de indexación internacional de revistas científicas más valoradas del mundo). Posición JCR Q1 1º Decil en la categoría de Business, ocupando la posición 14 de 154 revistas internacionales de investigación que hay en el mundo en este campo.
  • Título: Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context
  • Autores: Pedro Cuesta Valiño, Pablo Gutiérrez Rodríguez, Blanca García Henche y Estela Núñez Barriopedro
  • Número: Volumen 175, February 2023, 113475 (pp. 1-12)
  • Resumen: In the digital era, the offer of multiple shopping channels in the retail sector has been improved, and customers are changing their shopping habits. For this reason, supermarkets face more complex commercialization processes in the omnichannel context. Therefore, the main objective of this research is to design an omnichannel management model to enhance loyalty through digitalization strategies based on consumer experience. This research is based on a cross-sectional descriptive study using a survey answered by 2,014 responders in Spain. The Partial Least Square (PLS) method was applied to test the hypotheses of the proposed model. The results confirm that the emotional and rational consumer experience plays a key role in generating satisfaction and engagement with retail; therefore, businesses should know that their actions in this regard will indirectly impact consumer loyalty.
  • Enlace del artículo: https://doi.org/10.1016/j.jbusres.2022.113475
Ayuntamiento de Madrid   Universidad de Alcalá