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Customer Loyalty

in a multichannel retail environment

Masterthesis defense

Koen ter Borg

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Table of contents

› Introduction › Problem statement › Conceptual Model › Methodology › Results › Conclusions › Managerial implications › Academic contribution

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Introduction

› Online and offline channels -> growing competition

› Retailers need more than great products to stand out

› Loyalty gets more important

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Problem statement

› Increased transparency -> growing expectations

› Switching stores has never been easier

› Decline in loyalty towards certain brands and stores

› Costs of new customers higher than loyal customer

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Research questions

Main question: ‘How can multichannel retailers optimize their individual sales channels in order to build loyalty?’

1. What is the influence of the following factors: price perception, quality, image and perceived channel integration on the online and offline loyalty, and what are the differences?

2. In what way do the drivers of one channel of a retailer influence the loyalty towards the other sales channel of the same retailer (how do spillover effects relate to each other between online and offline sales channels)?

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Methodology

Data collection

› Online survey (via social media and own network)

› Validated survey questions

› Sample size: 206 participants ranging between 16-76 y/o

› Dutch multichannel retailer in mind

› Assessing the drivers of customer loyalty Data Analysis

› Confirmatory factor analysis (Rstudio)

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Conclusions

Online loyalty influenced by:

• online service quality

• online assortment variety

• online image

Offline loyalty influenced by:

• online assortment variety (spillover effect)

• offline price perception

• offline image

› Mediating effects:

• Online service quality and assortment variety -> online image -> online loyalty

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Managerial Implications

For the online channel:

› optimize service quality:

• very intuitive navigation

• easy access to support (e.g. high-quality chatrooms)

• keep offering easy/free returns

› offer a wide assortment variety

› Improve online channel image For the offline channel:

› offer a wide online assortment variety

› improve price perception (e.g. discounts, psychological pricing etc.)

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Academic contribution

Previous research

› Loyalty towards retailer as a whole

› Or single channel This research

› Different drivers of loyalty simultaneously

› Considering both online and offline channels (multichannel)

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Limitations & Future research

Single point in time Small amount of data

Cognitive dissonance Measurements

No recent experiences in memory

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Thank you for your attention!

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