nep-mkt New Economics Papers
on Marketing
Issue of 2022‒09‒12
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Effective digital loyalty strategies in services during COVID-19 pandemic: does digital adoption matter? By Niros, Meletios; Niros, Angelica
  2. Do store atmosphere and playfulness matter during the ongoing pandemic crisis? By Niros, Meletios; Niros, Angelica; Omri, Spyridon

  1. By: Niros, Meletios; Niros, Angelica
    Abstract: E-consumer Behaviour is a shifting fast as more and more consumers migrate from physical to digital stores to limit physical interaction. This research explores the effectiveness of digital loyalty strategies in services’ industry under the light of the ongoing pandemic and the respective increase in terms of Digital Adoption (DA) within the industry. In addition, this study investigates the direct effects of perceived in-store infection threat (SIT). To collect data, online self-administered survey was utilized in Greece, where 235 adult consumers participated. Findings revealed that SIT benefits Repurchase Intentions (RI) of digital services, since it exerted positive direct effects in using digital channels. Moreover, DA moderates the effectiveness of loyalty strategies. As a result, marketing strategies and practices are proposed sensitive to digital adoption or frequency of use.
    Keywords: Customer Equity Drivers; e-Consumer Behaviour; COVID-19; Services
    JEL: M3 M31
    Date: 2022–07
  2. By: Niros, Meletios; Niros, Angelica; Omri, Spyridon
    Abstract: The purpose of this research is to check whether store atmosphere and playfulness matter during the ongoing pandemic crisis. To fulfil this purpose, we utilized an online self-administered survey in Greece using pretested scales from past research. The sample consisted of 400 adult consumers with recent experience in store settings. Findings revealed that store atmospheric cues remain influential in terms of experiential value and more specifically in terms of playfulness or hedonic value during the pandemic. However, an adjusted mix of atmospheric cues is important to trigger playfulness such as display, music, and color. Moreover, playfulness was proven to be a very strong precursor of repurchase intentions. Regarding the originality and value of this research, this study is the first to explore the antecedents and effects of playfulness on physical stores during the pandemic. As a result, a mix of atmospheric cues are proposed to strengthen playfulness, which is very important during the pandemic to outcome favorable behavioral intentions.
    Keywords: Store atmospherics; playfulness; customer experiential value; pandemic crisis
    JEL: M3 M31
    Date: 2022–07

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