Keywords
Varejo de moda
Fidelização
How to Cite
Abstract
Objective: To analyze the contribution of omnichannel to customer loyalty within fashion retail, having as the object of study the case of the company Amaro. It sought to understand the application of the concept in the process of interaction between consumer and brand and empirically evaluate the effect of the omnichannel strategy adopted by Amaro on the loyalty of its consumers.
Methodology: Exploratory qualitative and descriptive quantitative research applied in a case study. In-depth interviews were carried out with consumers of the brand, a specialist, and a store manager, in the qualitative part, and a survey (survey) in the quantitative. Qualitative data were evaluated through content analysis with a priori categorization. Quantitative data were subjected to descriptive analysis of the sample, univariate analysis of the constructs, and regression analysis.
Originality: The theme of loyalty in omnichannel is still little explored in academia and this study made it possible to identify aspects that contribute to this process, such as brand perception and recommendation.
Main results: It is observed that Amaro shapes its business to offer an omnichannel shopping experience to its consumers and that its efforts in this strategy contribute to the process of consumer loyalty to the brand. The communication, purchase, delivery, and post-purchase experience had a significant positive relationship with brand perception and recommendation. In sales channels, the website is the one that had a statistically significant experience and is most closely associated with a brand recommendation, but also with brand perception.
Theoretical Contributions: It made it possible to identify how the variables of communication experience, purchase, delivery, post-purchase, and sales channels can influence brand loyalty through brand perception and recommendation. And that among the sales channels, not all of them showed significant relevance.
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Copyright (c) 2022 Aline Silva Autran de Morais, Martha Stadtalander Magnus Chaves Barcellos, Mauren Soares Müller, Liliane Antunes Rohde