ISSN-L: 0798-1015   •   eISSN: 2739-0071 (En línea)

Vol. 44 (Nº 09) Año 2023. Nov-Dic • Art. 7

Recibido/Received: 07/10/2023 • Aprobado/Approuved: 02/11/2023 • Publicado/Published: 30/11/2023
DOI: 10.48082/espacios-a23v44n09p07

Customer loyalty in omnichannel retail: an AI-based literature review

Fidelización del cliente en el comercio minorista omnicanal: una revisión de la literatura basada en IA

FAILLI, Beatrice 1
REYES, Ana L. 2
RODRÍGUEZ, Beatriz 3

Abstract
With the rise of digital transformation retail companies have adopted an omnichannel strategy, to integrate online and offline channels and provide a seamless customer experience. The concept of omnichannel retail has gained popularity among researchers. However, limited research explores long-term customer satisfaction and topics such as loyalty or advocacy. This paper conducts a quantitative and qualitative analysis, revealing emerging trends in loyalty within omnichannel retail literature.
Keywords: omnichannel retail, customer loyalty, customer experience, LDA model

Resumen
Con el auge de la transformación digital, las empresas minoristas han adoptado una estrategia omnicanal para integrar canales en línea y fuera de línea y brindar una experiencia perfecta al cliente. El concepto de venta minorista omnicanal ha ganado popularidad entre los investigadores. Sin embargo, hay investigaciones limitadas que exploran la satisfacción del cliente a largo plazo y temas como la lealtad o la promoción. Este artículo realiza un análisis cuantitativo y cualitativo, revelando tendencias emergentes en la lealtad del cliente dentro de la literatura minorista omnicanal.
Palabras clave: retail omnicanal, fidelización de clientes, experiencia del cliente, modelo LDA

ARTÍCULO COMPLETO/FULL ARTICLE

References

Bauerová, R., & Braciníková, V. (2021). Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers? Sustainability, 13(5), 2453. https://doi.org/10.3390/su13052453

Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What is It? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052

Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32, 189–197. https://doi.org/10.1016/j.jretconser.2016.06.014

Chang, Y. P., & Li, J. (2022). Seamless experience in the context of omnichannel shopping： scale development and empirical validation. Journal of Retailing and Consumer Services, 64, 102800. https://doi.org/10.1016/j.jretconser.2021.102800

Chaudhuri, A., & Holbrook, M. (2001). The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255

Christoforou, T., & Melanthiou, Y. (2019). The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty. In A. Thrassou, D. Vrontis, Y. Weber, S. M. R. Shams, & E. Tsoukatos (Eds.), The Synergy of Business Theory and Practice (pp. 239–260). Springer International Publishing. https://doi.org/10.1007/978-3-030-17523-8_11

Cotarelo, M., Calderón, H., & Fayos, T. (2021). A further approach in omnichannel LSQ, satisfaction and customer loyalty. International Journal of Retail & Distribution Management, 49(8), 1133–1153. https://doi.org/10.1108/IJRDM-01-2020-0013

Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., Núnez-Barriopedro, E., & García-Henche, B. (2023). Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context. Journal of Business Research, 156, 113475. https://doi.org/10.1016/j.jbusres.2022.113475

De Regt, A., Plangger, K., & Barnes, S. J. (2021). Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing. Journal of Business Research, 136, 513–522. https://doi.org/10.1016/j.jbusres.2021.08.004

Failli Forzoni, B., Reyes-Menendez, A., & Herráez, B. (2022). Evaluating the Benefits of Omnichannel Retail: A Systematic Literature Review Focused on Consumers (pp. 176–203). https://doi.org/10.4018/978-1-6684-3430-7.ch010

Fang, J., Liu, H., Li, Y., & Cai, Z. (2021). Retaining customers with in-store mobile usage experience in omni-channel retailing: The moderating effects of product information overload and alternative attractiveness. Electronic Commerce Research and Applications, 46, 101028. https://doi.org/10.1016/j.elerap.2020.101028

Flacandji, M., & Vlad, M. (2022). The relationship between retailer app use, perceived shopping value and loyalty: The moderating role of deal proneness. International Journal of Retail & Distribution Management, 50(8/9), 981–995. https://doi.org/10.1108/IJRDM-10-2021-0484

Frasquet, M., Miquel, M. J., & Mollá, A. (2017). Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment. In F. J. Martínez-López, J. C. Gázquez-Abad, K. L. Ailawadi, & M. J. Yagüe-Guillén (Eds.), Advances in National Brand and Private Label Marketing (pp. 87–94). Springer International Publishing. https://doi.org/10.1007/978-3-319-59701-0_10

Fullerton, G. (2011). Creating advocates: The roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18, 92–100. https://doi.org/10.1016/j.jretconser.2010.10.003

Hänninen, M., Kwan, S. K., & Mitronen, L. (2021). From the store to omnichannel retail: Looking back over three decades of research. The International Review of Retail, Distribution and Consumer Research, 31(1), 1–35. https://doi.org/10.1080/09593969.2020.1833961

Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration. Journal of Retailing, 91(2), 309–325. https://doi.org/10.1016/j.jretai.2014.12.009

Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty Formation for Different Customer Journey Segments. Journal of Retailing, 95(3), 9–29. https://doi.org/10.1016/j.jretai.2019.05.001

Hermes, A., & Riedl, R. (2021). Dimensions of Retail Customer Experience and Its Outcomes: A Literature Review and Directions for Future Research. In F. F.-H. Nah & K. Siau (Eds.), HCI in Business, Government and Organizations (Vol. 12783, pp. 71–89). Springer International Publishing. https://doi.org/10.1007/978-3-030-77750-0_5

Homburg, C., Jozić, D., & Kuehnl, C. (2015). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45. https://doi.org/10.1007/s11747-015-0460-7

Huré, E., Picot-Coupey, K., & Ackermann, C.-L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39, 314–330. https://doi.org/10.1016/j.jretconser.2017.08.011

Ieva, M., & Ziliani, C. (2018a). Mapping touchpoint exposure in retailing: Implications for developing an omnichannel customer experience. International Journal of Retail & Distribution Management, 46(3), 304–322. https://doi.org/10.1108/IJRDM-04-2017-0097

Ieva, M., & Ziliani, C. (2018b). Mapping touchpoint exposure in retailing: Implications for developing an omnichannel customer experience. International Journal of Retail & Distribution Management, 46. https://doi.org/10.1108/IJRDM-04-2017-0097

Kang, J., Majer, M., & Kim, H.-J. (2019). Empirical Study of Omnichannel Purchasing Pattern with Real Customer Data from Health and Lifestyle Company. Sustainability, 11(24), 7185. https://doi.org/10.3390/su11247185

Kherwa, P., & Bansal, P. (2018). Topic Modeling: A Comprehensive Review. ICST Transactions on Scalable Information Systems, 7, 159623. https://doi.org/10.4108/eai.13-7-2018.159623

Klede-Schnabel, W., & Bug, P. (n.d.). Customer Loyalty Programs in Fashion Retail – A Change from Multichannel to Omnichannel.

Le, A. N. H., & Nguyen-Le, X.-D. (2021). A moderated mediating mechanism of omnichannel customer experiences. International Journal of Retail & Distribution Management, 49(5), 595–615. https://doi.org/10.1108/IJRDM-02-2020-0054

Li, R., & Li, Y. (n.d.). Cross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness.

Li, Y., Liu, H., Lim, E. T. K., Goh, J. M., Yang, F., & Lee, M. K. O. (2018). Customer’s reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs. Decision Support Systems, 109, 50–60. https://doi.org/10.1016/j.dss.2017.12.010

Long, L. (2022). Effective first-party data collection in a privacy-first world. 7.

Marketing 5.0—Kotler Philip; Kartajaya Hermawan; Setiawan Iwan | Libro Hoepli 09/2021—HOEPLI.it. (n.d.). www.hoepli.it. Retrieved 11 August 2023, from https://www.hoepli.it/libro/marketing-50/9788836005567.html

Nah, F. F.-H., & Siau, K. (Eds.). (2021). HCI in Business, Government and Organizations: 8th International Conference, HCIBGO 2021, Held as Part of the 23rd HCI International Conference, HCII 2021, Virtual Event, July 24–29, 2021, Proceedings (Vol. 12783). Springer International Publishing. https://doi.org/10.1007/978-3-030-77750-0

Natarajan, T., & Veera Raghavan, D. R. (2023). How integrated store-service quality promotes omnichannel shoppers’ word-of-mouth behaviors: The moderating role of perceived relationship investment and the shopper’s perceived value. The TQM Journal. https://doi.org/10.1108/TQM-12-2022-0364

Naushan, H. (2020, December 4). Topic Modeling with Latent Dirichlet Allocation. Medium. https://towardsdatascience.com/topic-modeling-with-latent-dirichlet-allocation-e7ff75290f8

Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing, 98(1), 111–132. https://doi.org/10.1016/j.jretai.2022.02.003

Norbert, B., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170–178. https://doi.org/10.1016/j.jretconser.2015.08.001

Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J.-H. (2021). M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, 60, 102468. https://doi.org/10.1016/j.jretconser.2021.102468

Pagani, M., Racat, M., & Hofacker, C. F. (2019). Adding Voice to the Omnichannel and How that Affects Brand Trust. Journal of Interactive Marketing, 48, 89–105. https://doi.org/10.1016/j.intmar.2019.05.002

Pangarkar, A., Arora, V., & Shukla, Y. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 68, 103001. https://doi.org/10.1016/j.jretconser.2022.103001

Picot-Coupey, K., Huré, E., & Piveteau, L. (2016). Channel design to enrich customers’ shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective - the Direct Optic case. International Journal of Retail & Distribution Management, 44(3). https://doi.org/10.1108/IJRDM-04-2015-0056

Quach, S., Barari, M., Moudrý, D. V., & Quach, K. (2022). Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services, 65, 102267. https://doi.org/10.1016/j.jretconser.2020.102267

Rahman, S. M., Carlson, J., Gudergan, S. P., Wetzels, M., & Grewal, D. (2022). Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact. Journal of Retailing, 98(4), 611–632. https://doi.org/10.1016/j.jretai.2022.03.003

Retail 4.0. (n.d.). Electa Mondadori. Retrieved 11 August 2023, from https://www.mondadorielecta.it/libri/retail-4-0-giuseppe-stigliano/

Reyes-Menendez, A., Palos-Sanchez, P. R., Saura, J. R., & Martin-Velicia, F. (2018a). Understanding the Influence of Wireless Communications and Wi-Fi Access on Customer Loyalty: A Behavioral Model System. Wireless Communications and Mobile Computing, 2018, 1–16. https://doi.org/10.1155/2018/3487398

Reyes-Menendez, A., Palos-Sanchez, P. R., Saura, J. R., & Martin-Velicia, F. (2018b). Understanding the Influence of Wireless Communications and Wi-Fi Access on Customer Loyalty: A Behavioral Model System. Wireless Communications and Mobile Computing, 2018, 1–16. https://doi.org/10.1155/2018/3487398

Salvietti, G., Ziliani, C., Teller, C., Ieva, M., & Ranfagni, S. (2022). Omnichannel retailing and post-pandemic recovery: Building a research agenda. International Journal of Retail & Distribution Management, 50(8/9), 1156–1181. https://doi.org/10.1108/IJRDM-10-2021-0485

Saura, J., Reyes-Menendez, A., Matos, N., & Correia, M. (2021). Identifying Startups Business Opportunities from UGC on Twitter Chatting: An Exploratory Analysis. Journal of Theoretical and Applied Electronic Commerce Research, 16, 1929–1944. https://doi.org/10.3390/jtaer16060108

Sheth, J. N. (2021). Future of brick and mortar retailing: How will it survive and thrive? Journal of Strategic Marketing, 29(7), 598–607. https://doi.org/10.1080/0965254X.2021.1891128

Song, H. G., & Jo, H. (2023). Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB. Sustainability, 15(4), 3039. https://doi.org/10.3390/su15043039

Souiden, N., Ladhari, R., & Chiadmi, N.-E. (2019). New trends in retailing and services. Journal of Retailing and Consumer Services, 50, 286–288. https://doi.org/10.1016/j.jretconser.2018.07.023

Stieglitz, S., Mirbabaie, M., Ross, B., & Neuberger, C. (2018). Social media analytics – Challenges in topic discovery, data collection, and data preparation. International Journal of Information Management, 39, 156–168. https://doi.org/10.1016/j.ijinfomgt.2017.12.002

Timoumi, A., Gangwar, M., & Mantrala, M. K. (2022). Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research. Journal of Retailing, 98(1), 133–151. https://doi.org/10.1016/j.jretai.2022.02.008

Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020a). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102233. https://doi.org/10.1016/j.jretconser.2020.102233

Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020b). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102233. https://doi.org/10.1016/j.jretconser.2020.102233

Urbaitytė, V., & Ulbinaitė, A. (2020, June 16). Framework for evaluating the relationship between the omnichannel online sales approach and performance outcome in the case of niche products. 11th International Scientific Conference „Business and Management 2020“, Vilnius Gediminas Technical University, Lithuania. https://doi.org/10.3846/bm.2020.563

Webster, J., & Watson, R. (2002). Analyzing the Past to Prepare for the Future: Writing a Literature Review. MIS Quarterly, 26. https://doi.org/10.2307/4132319

Xie, C., Chiang, C.-Y., Xu, X., & Gong, Y. (2023). The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store. Journal of Retailing and Consumer Services, 72, 103227. https://doi.org/10.1016/j.jretconser.2022.103227

Yao, P., Sabri, M. F., Osman, S., Zainudin, N., & Li, Y. (2023). Consumers’ Continued Intention to Use Online-to-Offline (O2O) Services in Omnichannel Retail: Differences between To-Shop and To-Home Models. Sustainability, 15(2), 945. https://doi.org/10.3390/su15020945

Yokoyama, N., Azuma, N., & Kim, W. (2023). The impact of e-retail usage on relative retail patronage formation. International Journal of Retail & Distribution Management, 51(13), 16–32. https://doi.org/10.1108/IJRDM-04-2022-0142

Ziliani, C., & Ieva, M. (2019). Loyalty Management: From Loyalty Programs to Omnichannel Customer Experiences (1st edition). Routledge.

1. Universidad Rey Juan Carlos. España. Email: beatrice.ffb@gmail.com

2. Universidad Rey Juan Carlos. España. Email: ana.reyes@urjc.es

3. Universidad Rey Juan Carlos. España. Email: beatriz.rodriguez@urjc.es