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RETRACTED ARTICLE: The impact of omni-channel collaborative marketing on customer loyalty to fresh retailers: the mediating effect of the omni-channel shopping experience

Author

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  • Xiaoxia Chen

    (Jinshan College of Fujian Agriculture and Forestry University
    Fujian Agriculture and Forestry University)

  • Xiaofeng Su

    (Fujian Business University)

  • Zhongbin Li

    (Fujian Agriculture and Forestry University)

  • Jingjing Wu

    (Fujian Agriculture and Forestry University)

  • Manhua Zheng

    (Fujian Agriculture and Forestry University)

  • Anxin Xu

    (Fujian Agriculture and Forestry University)

Abstract

The relationship between collaborative marketing and customer loyalty has attracted attention in retail practice. However, in omni-channel retail, the impact mechanism of the two needs to be further defined academically. Based on the theoretical analysis of the stimulus-organism-response (SOR) framework, this paper systematically creates a research model of the impact of omni-channel collaborative marketing on new customer loyalty. It leads an empirical study using structural equation modeling with survey data from 550 agri-fresh produce omni-channel customers. The samples obtained this time is more appropriate to the overall characteristics of fresh omni-channel customers. The structural equation modeling (SEM) research model was developed on the impact of omnichannel collaborative marketing on new customer loyalty. The results show that both dimensions, i.e., price coordination and service and distribution coordination of omni-channel collaborative marketing strategy, positively affect omni-channel shopping experience and customer loyalty. Moreover, product and sales promotion coordination do not directly affect customer loyalty but through the mediating effects of the omni-channel shopping experience. Omni-channel shopping experience plays a mediating role in the relationship between omni-channel collaborative marketing and customer loyalty.

Suggested Citation

  • Xiaoxia Chen & Xiaofeng Su & Zhongbin Li & Jingjing Wu & Manhua Zheng & Anxin Xu, 2022. "RETRACTED ARTICLE: The impact of omni-channel collaborative marketing on customer loyalty to fresh retailers: the mediating effect of the omni-channel shopping experience," Operations Management Research, Springer, vol. 15(3), pages 983-997, December.
    • Handle: RePEc:spr:opmare:v:15:y:2022:i:3:d:10.1007_s12063-022-00319-y
    DOI: 10.1007/s12063-022-00319-y
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    Cited by:

    1. Liu, Yanfeng & Cai, Lanhui & Ma, Fei & Wang, Xueqin, 2023. "Revenge buying after the lockdown: Based on the SOR framework and TPB model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Jiangyuan Hou & Mingyue Du & Qingjie Zhou, 2023. "What People Talk About Multi-Channel Purchasing Behavior and What They Intend to do: Related Perspective From ESG Evaluation System," SAGE Open, , vol. 13(4), pages 21582440231, October.

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