Do connected town-centre shopping journeys improve town-centre patronage?
نویسندگان
چکیده
Purpose The purpose of this study is to explore the role played by digital channel integration in town-centre shopping experience. It also explores how customers perceive town-centres journeys, improves experiences and encourages positive future patronage behaviour. Ultimately, aim identify likely implications a connected experience on intentions. Design/methodology/approach A qualitative research design using focus groups customers' perceptions was deployed. Then, data were analysed thematic analysis overarching themes. Findings Digital has potential serve discreetly different functions context: create interconnected information channels, facilitate improved experiences, generate town, which subsequently shape revealed expectations are yet be fully realised context there tensions between physical domains overcome if positively influence Research limitations/implications nature exploratory tends pose questions open out problem rather than provide definitive answers. This sought highlight key issues points departure for studies. significance generalisability results limited size sample. Originality/value provides theoretical contribution literature expanding understanding consumers' journey unlocks insights into its impact Practical considerations integrating town centre more experiences.
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ژورنال
عنوان ژورنال: International Journal of Retail & Distribution Management
سال: 2021
ISSN: ['1758-6690', '0959-0552']
DOI: https://doi.org/10.1108/ijrdm-05-2020-0178