Exploring Omnichannel Retailing Differences and Preferences among Consumer Generations

Iulia Diana Popa, Dan-Cristian Dabija, David B. Grant

Forskningsoutput: Kapitel i bok/rapport/konferenshandlingKonferensbidragVetenskapligPeer review

Sammanfattning

This chapter discusses differences and preferences among consumer generations, e.g. ‘Baby Boomers’, ‘Generation X’, ‘Generation Y’ (Millennials) and ‘Generation Z’, regarding their use of omnichannel retailing including their purchase and fulfilment needs, willingness to use this format, attitudes and behaviors, and subsequent effects on their satisfaction and loyalty. The development of omnichannel and fulfilment strategies is of increasing concern for international retailers. However, strategic challenges go beyond just targeting consumers via various communication and distribution channels to include the ongoing development and integrated management of such strategies to foster appropriate online purchasing and fulfilment and two-way communication with target generations for mutual data and information exchange. A systematic literature review was undertaken of omnichannel’s theoretical and practical dimensions and its relation to consumer generations. Subsequent analysis found consumer willingness to accept omnichannel options grows over time of use and that use is highly dependent on age moving through generations from Baby Boomers through Generations X, Y and Z. Suggestions for strategic development of these generational segments and fulfilment applications were lacking and this chapter concludes with suggestions for future research and practical applications in expanded strategic areas to address this gap and enable retailers to better meet generational needs and provide appropriate purchase and fulfilment strategies to increase satisfaction and loyalty.
OriginalspråkEngelska
Titel på gästpublikationApplied Ethics for Entrepreneurial Success: Recommendations for the Developing World : 2018 Griffiths School of Management Annual Conference (GSMAC) on Business, Entrepreneurship and Ethics
RedaktörerSebastian Văduva, Ioan Fotea, Lois P. Văduva, Randolph Wilt
Antal sidor17
UtgivningsortCham
FörlagSpringer
Utgivningsdatum12.07.2019
Sidor129-146
ISBN (tryckt)978-3-030-17214-5
ISBN (elektroniskt)978-3-030-17215-2
DOI
StatusPublicerad - 12.07.2019
MoE-publikationstypA4 Artikel i en konferenspublikation

Publikationsserier

NamnSpringer Proceedings in Business and Economics
ISSN (tryckt)2198-7246

Nyckelord

  • 512 Företagsekonomi

Globala mål för hållbar utveckling (SDG)

  • Mål 12: Hållbar konsumtion och produktion

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoHP: Humanitär och samhällslogistik

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