Annotated Bibliography on Omnichannel Marketing Strategies

1 ANNOTATED BIBLIOGRAPHY: MARKETING Annotated Bibliography: Marketing Diana K. Ramirez BUSI701: Current Topics in Business Administration, Liberty University Author Note Diana K. Ramirez I have no known conflict of interest to disclose. Correspondence concerning this article should be addressed to Diana K. Ramirez Email:

2 ANNOTATED BIBLIOGRAPHY: MARKETING Annotated Bibliography Furquim, T. S. G., da Veiga, C. P., Veiga, C. R. P. da, & Silva, W. V. da. (2022). The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions. Journal of Theoretical and Applied Electronic Commerce Research , 18 (1), 79–104. https://doi.org/10.3390/jtaer18010005 Summary  The main topic that the researcher is discussing is the consumers purchase intention in the consumer journey in omnichannel retail. This will allow businesses to be able to note which elements directly affect the consumer purchase intention.  The main argument of the research is that there are several variables that can influence the customer’s purchase intention.  The main findings of the research are two elements that proved to be determinants in omnichannel retail; effort expectation and performance expectation. Another main finding of the article is that personal innovation is a strong predictor of purchase intent because customers are interested in new technologies across different channels. Assessment  The article is useful because it provides valuable information on how customers' views are influenced in reference to purchase intention when it comes to the omnichannel customer journey.  It compares to other sources because several retail businesses are competing against each other to retain customers by enhancing their presence to fit the needs of many customers. Reflection

3 ANNOTATED BIBLIOGRAPHY: MARKETING  This source will be useful in my discussion because it evaluates how customers respond in each stage of the purchase journey. It analyses how the omnichannel retail journey of a customer causes consumers to change their buying habits and behaviors. Since customers can change from one purchase channel to another the article provides how customer value can influence changes made.  I plan to use this source to help lay an outline as to what tools retail businesses should use to be able to retain customers by providing clear brand marketing across all channels used so that the customers shopping experience can be seamless from beginning to end. Furquim, T. S. G., da Veiga, C. P., Veiga, C. R. P. da, & Silva, W. V. da. (2022). The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions. Journal of Theoretical and Applied Electronic Commerce Research , 18 (1), 79–104. https://doi.org/10.3390/jtaer18010005 The article by Furquim and Veiga provides an overall background as to what the challenges are when it comes to the purchase intention and how it is influenced by the omnichannel retail journey. They provide heavy reasoning on how there are many variables that can influence customers purchase intention. Effort expectation and performance expectation are stated as two of the main determinants of the omnichannel retail journey. The article notes that businesses should aim to integrate an omnichannel strategy to offer a full experience by integrating marketing channels to provide consumers with a unique shopping experience. Furthermore, the authors note how customer value is viewed during the omnichannel retail journey in regard to purchase intention.

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4 ANNOTATED BIBLIOGRAPHY: MARKETING Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda. Sustainability , 13 (5), 2824. https://doi.org/10.3390/su13052824 Summary  The main topic that the authors are discussing is how adopting an omnichannel approach could lead to a market advantage by retaining customers and also helping ensure a profitable business across all channels.  The main argument of the author is that businesses need to adapt or transform their business models in order to stay competitive and be able to provide the best service to their customers.  The main findings of the article are that consumer behavior is dominated by research on the consumer purchase journey. For instance, the post-purchase journey if a customer is upset with their purchase, they generally tend to complain online if they were not satisfied with the response, they got from complaining in the physical store. Assessment  The article is useful because it addresses the implementation of an omnichannel system and how it affects service quality when being viewed from the customer's perspective.  It compares to other sources because it not only provides important references to the consumer purchase journey it also provides valuable insight on the post-purchase journey and how the omnichannel customer journey plays a role. Reflection  This source will be useful in my discussion because it provides reference to how the omnichannel customer journey has an impact on both the customers and organizations.

5 ANNOTATED BIBLIOGRAPHY: MARKETING The source provides the different touchpoints in the customer journey, and it explores the different outcomes as a result.  I plan on using the article in my discussion to to provide an overview of the competitive advantage that a business has with omnichannel integration in the marketing segment and how the influence from customer value is perceived from the empowerment that the customer feels. Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda. Sustainability , 13 (5), 2824. https://doi.org/10.3390/su13052824 There are several references throughout the article that point to omnichannel customer experience having an influence on both the purchasing intention and the post-purchase. The authors incorporate findings that consumer behavior is dominated by research of the consumer purchase journey. They provide comprehensive information on the different touchpoints of the customer journey and how they can have negative or positive outcomes depending on the interaction. Le, A. N. H., & Nguyen-Le, X.-D. (2020). A moderated mediating mechanism of omnichannel customer experiences. International Journal of Retail & Distribution Management , ahead-of-print (ahead-of-print). https://doi.org/10.1108/ijrdm-02-2020-0054 Summary  The main topic that the authors are discussing is seamless shopping experience in omnichannel strategies.

6 ANNOTATED BIBLIOGRAPHY: MARKETING  The main argument of the authors is how control variables have significant impacts on patronage behavior.  The main findings of the article are that trust in a retailer and variety-seeking have significant impacts on patronage behavior. Trust in retailers affects purchase intention and variety-seeking has a negative influence. Assessment  The article is useful because it assesses how channel management can deliver a unified shopping experience to customers. If there is consistency of content and process in the omnichannel retailers it will lead to greater optimization.  It compares to other sources because it takes customer experience and analyzes how customers respond emotionally and rationally to the omnichannel retailer. Reflection  This source will be useful in my discussion because it demonstrates how forming customer experience can result in patronage behavior.  I plan on using the article in my discussion to further explore customer retention by means of connecting with customers emotionally and rationally. Le, A. N. H., & Nguyen-Le, X.-D. (2020). A moderated mediating mechanism of omnichannel customer experiences. International Journal of Retail & Distribution Management , ahead-of-print (ahead-of-print). https://doi.org/10.1108/ijrdm-02-2020-0054 Customer emotion and rational experience through the omnichannel retail journey is explored thoroughly by the authors. They provide heavily supported reasoning on how trust in the retailer and variety-seeking can have an impact on patronage behavior. The main purpose of the article is to create a unified customer experience through any channel. The authors take a step further in

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7 ANNOTATED BIBLIOGRAPHY: MARKETING research to analyze customer empowerment and internet usage in the context of omnichannel retailing. Lynch, S., & Barnes, L. (2020). Omnichannel fashion retailing: examining the customer decision-making journey. Journal of Fashion Marketing and Management: An International Journal , 24 (3). https://doi.org/10.1108/jfmm-09-2019-0192 Summary  The main topic that the authors are discussing is customer decision making journey in the context of female fashion consumers in the omnichannel fashion retailing.  The main argument of the source is that it is important to decrease major stress points for consumers.  The main findings of the article are that customers expect their experience thorough the omnichannel journey to be as seamless as possible. For instance, being able to buy an item online and being able to return the item in a physical store location. Assessment  The article is useful because it explores how fashion consumers expect a consistent brand regardless of channel used.  It compares to other articles because the researchers focus on fashion shopping encounters and how successful implementation on omnichannel will be both beneficial to the brand and the consumer. Reflection

8 ANNOTATED BIBLIOGRAPHY: MARKETING  This source will be useful in my discussion because it helps me provide an overview of the customer view in context of the omnichannel journey. Customers expect a smooth transition between different retail channels.  I plan to use this source to help build a foundation as to important factors that help create loyal customers. Also, I plan on using this source to help explain how businesses can use online factors in their favor to increase service quality. Lynch, S., & Barnes, L. (2020). Omnichannel fashion retailing: examining the customer decision-making journey. Journal of Fashion Marketing and Management: An International Journal , 24 (3). https://doi.org/10.1108/jfmm-09-2019-0192 High-involvement fashion consumers across the omnichannel are explored by the researchers of this article. They provide a high-level overview of the importance of having a consistent brand regarding what channel is being used by the customer. The article speaks about how the consumer decision process should be updated based on the technology and fashion consumer preferences. The article contributes to omnichannel research by highlighting strategies that influence consumer behavior. Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing , 98 (1). https://doi.org/10.1016/j.jretai.2022.02.003 Summary  The main topic the author is discussing is increasing customer satisfaction by coordinating channels under omnichannel integration.  The main argument of the source is whether integration perceptions increase firm outcomes.

9 ANNOTATED BIBLIOGRAPHY: MARKETING  The main findings of the article are that positive associations between integration perceptions have positive outcomes that lead to customer loyalty. Assessment  The article is useful because it provides a framework for the extent of impact of channels being synchronized and the extent to which they work together.  It compares to other sources because it provides evidence of why customers view integration as a positive thing and how they are more likely to have a positive experience if information translates among channels. Reflection  This source is useful in my discussion because it provides valuable information on customer views when it comes to integration of the omnichannel continuum.  I plan to use the information in the article to expand on the factors that influence a positive multichannel relationship with customers. Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing , 98 (1). https://doi.org/10.1016/j.jretai.2022.02.003 The authors provided a well-articulated argument that demonstrates that integration perceptions increase a firm's outcome. They found a positive association between integration perceptions and increasing customer loyalty to a firm. Having synchronized channels allows for a customer to have a straightforward shopping experience. The article proposes to look at the omnichannel as a continuum rather than a choice. A firm will have to ensure that if a customer calls the store, they will receive the same information that they would receive if they visited a website or a social

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10 ANNOTATED BIBLIOGRAPHY: MARKETING media page. Businesses can use the omnichannel continuum to find areas of improvements to increase service quality. References Furquim, T. S. G., da Veiga, C. P., Veiga, C. R. P. da, & Silva, W. V. da. (2022). The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions. Journal of Theoretical and Applied Electronic Commerce Research , 18 (1), 79–104. https://doi.org/10.3390/jtaer18010005 Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda. Sustainability , 13 (5), 2824. MDPI. https://www.mdpi.com/2071-1050/13/5/2824 Le, A. N. H., & Nguyen-Le, X.-D. (2020). A moderated mediating mechanism of omnichannel customer experiences. International Journal of Retail & Distribution Management , ahead-of-print (ahead-of-print). https://doi.org/10.1108/ijrdm-02-2020-0054 Lynch, S., & Barnes, L. (2020). Omnichannel fashion retailing: examining the customer decision-making journey. Journal of Fashion Marketing and Management: An International Journal , 24 (3). https://doi.org/10.1108/jfmm-09-2019-0192

11 ANNOTATED BIBLIOGRAPHY: MARKETING Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing , 98 (1). https://doi.org/10.1016/j.jretai.2022.02.003

Annotated Bibliography-Marketing

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