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Configuring managerial factors to enhance omnichannel experience and customer engagement behaviors for a solid loyalty loop

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Abstract

This study expounds a strategic framework of omnichannel integration to enhance the customer experience in the inner circle of loyalty loop. Depending upon the multiple topics of omnichannel marketing, customer engagement, and loyalty loop, the research model was built on managerial factors of channel and customer characteristics and their influences on customer engagement behaviors in the transitional stage of omnichannel marketing. Analysis results found that web usability and customer characteristics (share of store visits, social media use, and email receptivity) are associated with customer engagement behaviors. Customers’ email receptivity moderates the impact of channel characteristics (web usability and store proximity). This study asserts that certain interactive touchpoints for receptive customers can build up a loyalty loop, indicating the need for a catalyst channel bridging the inner and outer circles of the loyalty loop. By directly and indirectly reinforcing customer engagement behaviors, permission-based email can solidify customers’ presence in the inner circle of the loyalty loop.

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Authors and Affiliations

  1. McCoy College of Business, Texas State University, 601 University Drive, San Marcos, TX, 78666, USA

    Taewon Suh

  2. School of Business, Black Hills State University, 1200 University St. Unit 9007, Spearfish, SD, 57799-9007, USA

    Sang Bong Lee

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  1. Taewon Suh
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Correspondence to Taewon Suh.

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Appendix A

Appendix A

1.1 Survey Instruments

1.1.1 Web Usability

Please answer the following concerning your perception of [the store’s] website.

1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree.

  1. 1.

    The website is visually appealing

  2. 2.

    The website is easy to navigate

  3. 3.

    I was able to find everything I was looking for on the website.

  4. 4.

    The store locator on the website is easy to use

  5. 5.

    Overall, I enjoy using the website

1.2 Store Proximity

Is there a location [of the store] near you?

No or Yes.

1.3 Share of Store Visit

On a scale from 1 to 4, indicate how often you shop at each home improvement store.

1 = Never; 2 = Rarely; 3 = Occasionally; 4 = Frequently.

  1. 1.

    Home Depot

  2. 2.

    Lowe’s

  3. 3.

    The store

  4. 4.

    Other hardware storers (Ace Hardware, TrueValue, etc.)

1.4 Social media use

On a scale from 1 to 4, indicate how often you use social media?

1 = Never; 2 = Rarely; 3 = Occasionally; 4 = Frequently.

  1. 1.

    Facebook

  2. 2.

    Twitter

  3. 3.

    Pinterest

  4. 4.

    Other

1.5 Email Receptivity

Please answer the following concerning your perception of your own mobile activities: I like to receive promotional offers via email.

1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree.

1.6 Customer Engagement Behaviors

Please answer the following questions about your perception of [the store].

1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree.

  1. 1.

    I recommend [the store] to others.

  2. 2.

    If I have a useful idea on how to improve service, I let [the store] know.

  3. 3.

    I enjoy collaborating with [the company] on my projects.

  4. 4.

    I enjoy spending time with other customers [of the store] and helping them because I feel connected to them.

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Suh, T., Lee, S.B. Configuring managerial factors to enhance omnichannel experience and customer engagement behaviors for a solid loyalty loop. Electron Commer Res 23, 1591–1619 (2023). https://doi.org/10.1007/s10660-022-09661-6

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