The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction

Vera Butkouskaya, Olga Oyner, S. Kazakov
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引用次数: 1

Abstract

PurposeThis study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction).Design/methodology/approachThe customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia).FindingsThe results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction.Research limitations/implicationsThe study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry.Practical implicationsThis research suggests that three components of IMC should be applied together towards enhancing the customer's positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service.Originality/valueThe shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction.
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全渠道整合营销传播(IMC)对产品和零售服务满意度的影响
目的本研究回顾整合营销传播(IMCs)的三个顾客感知要素:一致性、互动性和连接性,作为顾客积极评价(产品和零售服务满意度)的预测因子。设计/方法/方法使用结构方程模型(SEM)分析了来自260项调查的客户数据。这些数据是从莫斯科地区(俄罗斯)的新兴经济体收集的。研究结果显示,整合营销控制一致性对产品满意度和服务满意度有正向影响。然而,整合传播媒介互动的影响只有在服务满意度的情况下才显著。IMC连通性仅对产品满意度有正向影响。本研究通过定义全渠道整合营销的三个组成部分,为营销传播理论做出了贡献。它还通过确认产品和服务评价的多样性,增加了顾客行为理论。本研究以零售业为研究对象。实践意义本研究建议整合整合营销传播的三个要素,以提升顾客的购后积极评价。同时,一致性提高了产品满意度和服务满意度,交互性影响了组织满意度和零售服务的连通性。向全渠道营销的转变需要对传播整合有更广阔的视角。本研究报告了一个新颖的结果,估计了全渠道IMC的每个组成部分(一致性,交互性和连接性)对产品和服务满意度的单独影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Economics, Finance and Administrative Science
Journal of Economics, Finance and Administrative Science Economics, Econometrics and Finance-Economics, Econometrics and Finance (all)
CiteScore
5.10
自引率
20.80%
发文量
23
审稿时长
12 weeks
期刊介绍: The Universidad ESAN, with more than 50 years of experience in the higher education field and post graduate studies, desires to contribute to the academic community with the most outstanding pieces of research. We gratefully welcome suggestions and contributions from business areas such as operations, supply chain, economics, finance and administration. We publish twice a year, six articles for each issue.
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