نوع مقاله : پژوهشی
نویسندگان
1 کارشناسی ارشد،گروه مدیریت بازرگانی،دانشگاه آزاد واحد تهران شمال،تهران ،ایران
2 استادیار،گروه مدیریت منابع انسانی،دانشگاه افسری امام حسین(ع)، تهران،ایران
3 استادیار، گروه مدیریت بازرگانی،دانشگاه آزاد واحد تهران شمال،تهران،ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The aim of the present study is to investigate the effect of integrating online and offline marketing channels of retailers on online customer loyalty, considering the moderating role of retailer reputation. With the ever-increasing expansion of online shopping, retaining customers in online retailers has become a necessity, but this comes with serious challenges for many multi-channel retailers. Past researches have shown that customers loyal to online shopping tend to limit their purchases to a specific store, but little research has been done on the integration and coordination of online and offline marketing channels of retailers. This research seeks to find the answer to the question of what effect the integration and coordination of online and offline channels has on the usefulness of online and offline channels. The statistical population of this research was the customers of 361 degree store, and the questionnaire was distributed among them through simple random sampling. The research is descriptive-correlation type with causal approach and practical in terms of purpose. The method of data collection is a survey and its tool is a questionnaire. The obtained data have been analyzed through descriptive and inferential methods. The structural equation model was used to test the hypotheses. The results showed that there is a significant relationship between the coordination and integration of the retailer's offline and online channels with the usefulness of the online channel. Also, the usefulness of the online channel had a significant relationship with the ...
کلیدواژه‌ها [English]
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