Driving customer engagement and citizenship behaviour in omnichannel retailing: evidence from the fashion sector

Driving customer engagement and citizenship behaviour in omnichannel retailing: evidence from the fashion sector

Purpose – This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influenc...

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Bibliographic Details
Main Authors: Suha Fouad Salem, Alshaimaa Bahgat Alanadoly
Format: Article
Language:English
Published: Emerald Publishing 2024-01-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
Customer citizenship behaviour
PLSpredict
Omni-channel fashion retailing
Omnichannel shopping experience
Stimulus-response theory
Comercio minorista de moda omnicanal
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2022-0220/full/pdf

Internet

https://www.emerald.com/insight/content/doi/10.1108/SJME-10-2022-0220/full/pdf

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