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  • Μικρογραφία εικόνας
    Τεκμήριο
    Factors that influence customer engagement in omnichannel environment in Greece
    (2021-05-24) Myftaraj, Denada; Μυφταράι, Ντενάντα; Athens University of Economics and Business, Department of Marketing and Communication; Kokkinaki, Flora; Indounas, Konstantinos; Drossos, Dimitrios
    Retailers can use communication, sales and customer service channels in a variety of ways. Omnichannel retail is described as the set of activities related to the sale of goods and / or services through all the widely used channels, where the customer can cause full channel interaction and / or the retailer can control the full integration of the channels. This strategy focuses on a holistic view of all channels. The customer can move seamlessly from one channel to another, including all popular channels such as the retailer's website and application and the point of receipt of the products. Even traditional marketing channels are considered part of this strategy and therefore also require synergistic management. The current study focuses on the factors affecting customer engagement in omnichannel environment, the data collection was conducted with a questionnaire and among others the findings show that the higher the levels of channel integration quality, the higher the levels of engagement for the customers. Therefore, the findings indicate that channel integration quality is an important variable which is strongly connected with customer engagement. Additionally, it was found that a company can achieve higher levels of customer engagement when it pays attention on the appearance of the store, the aesthetic design, the customization of its offerings, the flow of the experience and the minimization of the privacy risk as it perceived by the customer. As a result, it can be stated that several factors can result on higher levels of customer engagement and their significance should be considered when a company aims on increasing the engagement of its customers.