A typology of omnichannel retailer activities during the COVID-19 pandemic
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http://hdl.handle.net/10045/141306
Title: | A typology of omnichannel retailer activities during the COVID-19 pandemic |
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Authors: | Cocco, Helen | De-Juan-Vigaray, María D. |
Research Group/s: | Investigación+Docencia+innovación: plus (Idoi:plus) |
Center, Department or Service: | Universidad de Alicante. Departamento de Marketing |
Keywords: | Omnichannel actions | Omnichannel typology | COVID-19 pandemic | Seamless experience | Dynamic capabilities theory |
Issue Date: | 24-May-2022 |
Publisher: | Emerald |
Citation: | International Journal of Retail & Distribution Management. 2022, 50(8/9): 1062-1094. https://doi.org/10.1108/IJRDM-10-2021-0506 |
Abstract: | Purpose – This paper develops a typology of omnichannel retailer activities and corresponding customer responses during a rapidly changing external coronavirus disease 2019 (COVID-19) pandemic environment, to contribute towards academic research on omnichannel strategies and to assist retailers when making future investment and resource decisions. Design/methodology/approach – Implementing a dual desk research process, the authors carry out a document review of 61 retailers operating globally and connected customer reviews and categorise them using a content analysis. Findings – The findings show that retailers employ a multitude of new omnichannel strategies during a pandemic and implement new or upgraded cross-channel services. Customer data show that delivery and customer service issues largely persist. The authors divide retailer actions and microfoundations into five broad categories and present a typology of strategic retailer activities and customer responses. Originality/value – This research presents insights into omnichannel strategies from both a retailer and customer perspective, and offers guidance on improving the implementation of future omnichannel strategies. |
URI: | http://hdl.handle.net/10045/141306 |
ISSN: | 0959-0552 (Print) | 1758-6690 (Online) |
DOI: | 10.1108/IJRDM-10-2021-0506 |
Language: | eng |
Type: | info:eu-repo/semantics/article |
Rights: | © Emerald Publishing Limited |
Peer Review: | si |
Publisher version: | https://doi.org/10.1108/IJRDM-10-2021-0506 |
Appears in Collections: | INV - Idoi: plus - Artículos de Revistas |
Files in This Item:
File | Description | Size | Format | |
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Cocco_De-Juan_2022_IJRDM_final.pdf | Versión final (acceso restringido) | 432,58 kB | Adobe PDF | Open Request a copy |
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