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Perceived congruence and online loyalty as segmentation variables in multichannel retailing: a comparison between appparel and electronics

 

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Opened Access Perceived congruence and online loyalty as segmentation variables in multichannel retailing: a comparison between appparel and electronics
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Author: Ruiz-Molina, María Eugenia
Gómez-Borja, Miguel-Ángel
Mollá-Descals, Alejandro
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 1390-1404
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
Abstract: As the interest of the literature on congruity between offline and online stores is relatively recent, empirical evidence is required to help marketing managers choose the most effective ways of contributing to the formation of consistent offerings as well as their contribution to generate customer loyalty. This study examines whether congruity can help to identify segments of heterogeneous consumers that differ significantly regarding these variables as well as other constructs related to the customer relationship with the retailer. The study attempts to identify which congruity attribute(s) are most relevant for differentiating customers by their loyalty towards the online store, so that retailers can design strategies for improving congruity between physical and online stores, and ultimately, increase online store loyalty.
Cite: Ruiz-Molina, M.E., Gómez-Borja, M. y Mollá-Descals, A. (2017). Perceived congruence and online loyalty as segmentation variables in multichannel retailing: a comparison between appparel and electronics. En XXIX Congreso de Marketing AEMARK (1390-1404), Sevilla: ESIC.
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Format: PDF

URI: https://hdl.handle.net/11441/78041

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