Riassunto analitico
Nowadays customers' expectations are always mutating and firms in every industry have to upgrade their business models in order to find new ways to attract and retain their customers. Generation Y and Generation Z have been chosen as target audience because both these age groups embody the idea of respectively raised with technology and born-tech. They are both characterized by a dramatically demanding personality when it comes to the shopping experience and this is even more true in the field of Fashion. In order to respond to the contemporary market requirements, companies have started to integrate, in the set of existing distribution channels, additional online based touchpoint. The omnichannel approach describes the process of harmonization of the shopping journey capable of allowing customers to freely switch from one channel to the other starting from the moment they begin their purchasing path until the very end. This thesis project is aimed at examining how the level of channels integration impacts on the customers-based brand equity and how Social Media Engagement and Omnichannel services influence the level of Customer Loyalty. The empirical analysis on the survey results highlights that the reciprocity dimension significantly impacts on the construct. The main outcome is that when serving Millennial and Gen Z in the fashion industry, ensuring consistency in the conveyed image and messages is crucial. Furthermore, offering omnichannel services such as click-and-collect and click-and-return is extremely important in ensuring a higher level of Brand Equity. Moreover, users' adoption of omnichannel services positively impacts on the level of Customer Loyalty. Additionally, Social Media Engagement results positively related to Customer Loyalty. From this viewpoint, generating engaging content is essential to attract customers and enhance brand image. Moreover, customers’ positive response to company-generated content can result in favoring the creation of customer-generated contents such as positive reviews or other eWOM that have a positive impact in enhancing brand image.
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Abstract
Nowadays customers' expectations are always mutating and firms in every industry have to upgrade their business models in order to find new ways to attract and retain their customers. Generation Y and Generation Z have been chosen as target audience because both these age groups embody the idea of respectively raised with technology and born-tech. They are both characterized by a dramatically demanding personality when it comes to the shopping experience and this is even more true in the field of Fashion. In order to respond to the contemporary market requirements, companies have started to integrate, in the set of existing distribution channels, additional online based touchpoint. The omnichannel approach describes the process of harmonization of the shopping journey capable of allowing customers to freely switch from one channel to the other starting from the moment they begin their purchasing path until the very end. This thesis project is aimed at examining how the level of channels integration impacts on the customers-based brand equity and how Social Media Engagement and Omnichannel services influence the level of Customer Loyalty. The empirical analysis on the survey results highlights that the reciprocity dimension significantly impacts on the construct. The main outcome is that when serving Millennial and Gen Z in the fashion industry, ensuring consistency in the conveyed image and messages is crucial. Furthermore, offering omnichannel services such as click-and-collect and click-and-return is extremely important in ensuring a higher level of Brand Equity. Moreover, users' adoption of omnichannel services positively impacts on the level of Customer Loyalty. Additionally, Social Media Engagement results positively related to Customer Loyalty. From this viewpoint, generating engaging content is essential to attract customers and enhance brand image. Moreover, customers’ positive response to company-generated content can result in favoring the creation of customer-generated contents such as positive reviews or other eWOM that have a positive impact in enhancing brand image.
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