RETRACTED ARTICLE: The impact of omni-channel collaborative marketing on customer loyalty to fresh retailers: the mediating effect of the omni-channel shopping experience

被引：0
作者：
Xiaoxia Chen
Xiaofeng Su
Zhongbin Li
Jingjing Wu
Manhua Zheng
Anxin Xu
机构：
[1] Jinshan College of Fujian Agriculture and Forestry University,College of Economics and Management
[2] Fujian Agriculture and Forestry University,College of Business Administration
[3] Fujian Business University,undefined
来源：
Operations Management Research | 2022年 / 15卷
关键词：
Customer loyalty; Shopping experience; Omni-channel; Collaborative marketing; PLS-SEM; Structural equation model; SOR model;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
The relationship between collaborative marketing and customer loyalty has attracted attention in retail practice. However, in omni-channel retail, the impact mechanism of the two needs to be further defined academically. Based on the theoretical analysis of the stimulus-organism-response (SOR) framework, this paper systematically creates a research model of the impact of omni-channel collaborative marketing on new customer loyalty. It leads an empirical study using structural equation modeling with survey data from 550 agri-fresh produce omni-channel customers. The samples obtained this time is more appropriate to the overall characteristics of fresh omni-channel customers. The structural equation modeling (SEM) research model was developed on the impact of omnichannel collaborative marketing on new customer loyalty. The results show that both dimensions, i.e., price coordination and service and distribution coordination of omni-channel collaborative marketing strategy, positively affect omni-channel shopping experience and customer loyalty. Moreover, product and sales promotion coordination do not directly affect customer loyalty but through the mediating effects of the omni-channel shopping experience. Omni-channel shopping experience plays a mediating role in the relationship between omni-channel collaborative marketing and customer loyalty.
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页码：983 / 997
页数：14
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