Antecedents and Consequences Affecting the Creation of Customer Value in the Phygital Space of Chain Retailing with an Emphasis on Increasing Customer Loyalty Using the Glaser Approach

Document Type : مقاله مستخرج از رساله دکتری

Authors

1 Ph.D. Candidate in Business Management, Marketing Management, Faculty of Management, Economics, Accounting, Islamic Azad University, Tabriz, Iran.

2 Associate Prof., Faculty of Humanities, Bonab Branch, Islamic Azad University, Bonab, Iran.

3 Associate Prof., Faculty of Management, Economics, Accounting, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

10.22070/cs.2025.19674.1401

Abstract

Aim and Introduction:
Today, retailers are often stronger than manufacturers, and as a result, they wield significant influence over supply chain strategies. These days, in the marketplace, there are three types of customers in addition to retailers: 1) some customers prefer online shopping and do not enjoy shopping at traditional physical stores; 2) another group of customers dislikes online shopping and prefers to take their purchases home immediately; and 3) there are customers who appreciate the experience of physical shopping in addition to the convenience of digital options. When a product has a high customer channel preference, its likelihood of selling online is also increased. The value perceived by customers is a crucial factor that influences their decision-making and evaluation processes (Bischoff et al., 2023). The value perceived by customers plays a crucial role not only in the decision-making stage but also significantly impacts the post-purchase phase. After shopping, customers assess the value of the goods or services, which ultimately influences their satisfaction and intention to make repeat purchases. On the other hand, antecedents and consequences play a crucial role in the process of creating customer value in the phygital space of retail chains, with a particular emphasis on enhancing customer loyalty. This study explores the discovery of customer value across all-channel retailing, which may be influenced by pleasurable factors such as mental imagery, hobbies, and aesthetics. An effective system leads to the creation and delivery of value through self-evaluation and analysis of both internal and external environments. The primary concern of self-evaluation pertains to the value that retailers derive from their interactions with businesses. Consequently, it is essential to identify the antecedents and ultimately understand the consequences that arise from receiving this value.
 
Methodology:
The current research employs a purpose-driven approach, utilizing qualitative methods and an exploratory nature. The study's population comprises experts and specialists working in the retail chain industry. The research sample, which included 14 participants, was interviewed in depth using purposive sampling and theoretical judgment. Theoretical saturation was achieved during the 12th interview; however, to enhance confidence in the findings, the last two interviews were conducted, ensuring that most of the discussions were repeated. A qualitative, data-driven method based on the emergent approach was employed to analyze the collected data. For this purpose, the interviews were examined using three categories: open coding, axial coding, and theoretical coding. Codes were identified using the Glazier approach. In this study, 193 open codes, 84 axial codes, and 14 theoretical codes were extracted.
 
Findings:
The findings were categorized into three general groups: antecedents, axial categories, and consequences. The results indicate that the three primary components of this native model are: 1) antecedents (identifying and recognizing fundamental customer needs), 2) pivots (strategic versus operational and perception versus proposition), and 3) consequences. This operational model facilitates better integration of academic research.
 
Discussion and Conclusion:
Considering the purpose of this research, which examines the antecedents and consequences of creating customer value, the following codes were identified: ease of shopping, aesthetics, expert personnel, service innovation, customer privacy protection, product prioritization, engaging store programs, order fulfillment, service prioritization, performance risk, customer loyalty, customer engagement, and store effectiveness. Then, the identified codes for antecedents and consequences were classified, indicating that the classification of these factors and codes relates to the aforementioned items. This study contributes to the understanding of customer value and experiential marketing in several key ways. First, it enhances the existing literature by exploring the hedonic factors that influence customer experiential value. Second, it examines the process of customer value creation, which leads to satisfaction with purchase decisions and fosters subsequent store loyalty. Third, this research expands the current body of knowledge by identifying the antecedents of customer value creation and providing operational frameworks for its consequences. Therefore, in conclusion, it can be stated that despite the infrastructural and technological limitations within the Iranian retail industry, recognizing the value priorities, expectations, and perceptions of customers is crucial for enhancing the process of creating customer value. There are several methods that can be employed, including surveys, interviews, analysis of comments from social media, examination of immediate customer behavior from a physical shopping perspective, and the experiences of digital operators in virtual reality. These methods utilize current facilities and gather insights from a group of customer consultants.

Keywords

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