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The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty

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The Synergy of Business Theory and Practice

Abstract

This chapter explores the challenges of an integrated Omni-channel retailing strategy in the ‘bricks and clicks’ retail cosmetics industry of Cyprus, and the impact of this strategy on the attitudinal perspective of customers’ loyalty. Through a qualitative exploratory approach, and specifically a single embedded case study, it was found that when a ‘brick and click’ retailer correctly establishes the Omni-channel retailing strategy, customers’ loyalty is positively influenced. Combining theory with empirical findings, this chapter additionally develops an Omni-channel retailing framework that demonstrates the challenges and current capabilities of the Omni-channel retailing strategy, which are working in a synchronized and integrated manner, resulting in the unification of the internal operating systems/departments, integrating all retailing channels, and communicating a consistent brand image.

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Author information

Authors and Affiliations

  1. University of Nicosia, Nicosia, Cyprus

    Tandy Christoforou

  2. Marketing Department, School of Business, University of Nicosia, Nicosia, Cyprus

    Yioula Melanthiou

Authors
  1. Tandy Christoforou
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  2. Yioula Melanthiou
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Correspondence to Yioula Melanthiou .

Editor information

Editors and Affiliations

  1. Department of Marketing, University of Nicosia, Nicosia, Cyprus

    Alkis Thrassou  & Demetris Vrontis  & 

  2. School of Business Administration, College of Management, Rishon Lezion, Israel

    Yaakov Weber

  3. Newcastle Business School, Northumbria University, Newcastle Upon Tyne, UK

    S. M. Riad Shams

  4. Department of Accounting and Finance, Hellenic Mediterranean University, Heraklion, Crete, Greece

    Evangelos Tsoukatos

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Christoforou, T., Melanthiou, Y. (2019). The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty. In: Thrassou, A., Vrontis, D., Weber, Y., Shams, S.M.R., Tsoukatos, E. (eds) The Synergy of Business Theory and Practice. Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-17523-8_11

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