The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction

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dc.contributor.authorButkouskaya, Vera
dc.contributor.authorOyner, Olga
dc.contributor.authorKazakov, Sergey
dc.date.accessioned2024-02-01T22:21:16Z
dc.date.accessioned2024-03-18T15:49:38Z
dc.date.available2024-02-01T22:21:16Z
dc.date.available2024-03-18T15:49:38Z
dc.date.issued2023-12-11
dc.description.abstractPurpose: This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction). Design/methodology/approach: The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia). Findings: The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction. Research limitations/implications: The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry. Practical implications: This research suggests that three components of IMC should be applied together towards enhancing the customer's positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service. Originality/value: The shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction.en_EN
dc.identifier.citationButkouskaya, V., Oyner, O., & Kazakov, S. (2023). The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction. Journal of Economics, Finance and Administrative Science, 28(56), 319–334. https://doi.org/10.1108/JEFAS-09-2022-0237
dc.identifier.doihttps://doi.org/10.1108/JEFAS-09-2022-0237
dc.identifier.urihttps://hdl.handle.net/20.500.12640/3682
dc.language.isoeng
dc.publisherUniversidad ESAN. ESAN Ediciones
dc.publisher.countryPE
dc.relation.ispartofurn:issn:2218-0648
dc.relation.urihttps://revistas.esan.edu.pe/index.php/jefas/article/view/689/556
dc.rightsAttribution 4.0 International*
dc.rightsinfo:eu-repo/semantics/openAccesses_ES
dc.rights.urihttps://creativecommons.org/licenses/by/4.0
dc.subjectIMC consistencyen_EN
dc.subjectIMC interactivityen_EN
dc.subjectIMC connectivityen_EN
dc.subjectOmnichannel marketingen_EN
dc.subjectCoherencia CIMes_ES
dc.subjectInteractividad CIMes_ES
dc.subjectConectividad CIMes_ES
dc.subjectMarketing omnicanales_ES
dc.subject.ocdehttps://purl.org/pe-repo/ocde/ford#5.02.04
dc.titleThe impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfactionen_EN
dc.typeinfo:eu-repo/semantics/article
dc.type.otherArtículo
dc.type.versioninfo:eu-repo/semantics/publishedVersion
oaire.citation.endPage334
oaire.citation.issue56
oaire.citation.startPage319
oaire.citation.titleJournal of Economics, Finance and Administrative Science
oaire.citation.volume28
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JEFAS Vol. 28 Nº 56 (2023)