A typology of omnichannel retailer activities during the COVID-19 pandemic
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Campo DC | Valor | Idioma |
---|---|---|
dc.contributor | Investigación+Docencia+innovación: plus (Idoi:plus) | es_ES |
dc.contributor.author | Cocco, Helen | - |
dc.contributor.author | De-Juan-Vigaray, María D. | - |
dc.contributor.other | Universidad de Alicante. Departamento de Marketing | es_ES |
dc.date.accessioned | 2024-03-08T09:11:29Z | - |
dc.date.available | 2024-03-08T09:11:29Z | - |
dc.date.issued | 2022-05-24 | - |
dc.identifier.citation | International Journal of Retail & Distribution Management. 2022, 50(8/9): 1062-1094. https://doi.org/10.1108/IJRDM-10-2021-0506 | es_ES |
dc.identifier.issn | 0959-0552 (Print) | - |
dc.identifier.issn | 1758-6690 (Online) | - |
dc.identifier.uri | http://hdl.handle.net/10045/141306 | - |
dc.description.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. | es_ES |
dc.language | eng | es_ES |
dc.publisher | Emerald | es_ES |
dc.rights | © Emerald Publishing Limited | es_ES |
dc.subject | Omnichannel actions | es_ES |
dc.subject | Omnichannel typology | es_ES |
dc.subject | COVID-19 pandemic | es_ES |
dc.subject | Seamless experience | es_ES |
dc.subject | Dynamic capabilities theory | es_ES |
dc.title | A typology of omnichannel retailer activities during the COVID-19 pandemic | es_ES |
dc.type | info:eu-repo/semantics/article | es_ES |
dc.peerreviewed | si | es_ES |
dc.identifier.doi | 10.1108/IJRDM-10-2021-0506 | - |
dc.relation.publisherversion | https://doi.org/10.1108/IJRDM-10-2021-0506 | es_ES |
dc.rights.accessRights | info:eu-repo/semantics/restrictedAccess | es_ES |
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Archivo | Descripción | Tamaño | Formato | |
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Cocco_De-Juan_2022_IJRDM_final.pdf | Versión final (acceso restringido) | 432,58 kB | Adobe PDF | Abrir Solicitar una copia |
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