In a highly competitive landscape, adopting an omnichannel approach might lead to a market advantage in terms of acquiring and retaining customers, as well as a means to ensure business sustainability. Omnichannel organizations ...

The omnichannel strategy has been characterized as the most recent evolutionary stage of the study of distribution channels. Nevertheless, companies lack knowledge on the topic of omnichannel management and its practices ...

This work focuses on the implementation of omnichannel in customer relationship processes at Magazine Luiza S.A, in order to know the positive effects in relation to satisfaction and possible promoters of customer loyalty. ...

Purpose: 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 ...

The consumer purchase decision process goes through a multiplicity of channels, the customer migrates from one channel to the other without barriers and expects the same way that companies enable a continuous and uninterrupted ...