The selection of a suitable customer lifetime value (CLV) model is a key issue for companies that are introducing a CLV managerial approach in their online B2C relationship stores. The online retail environment places CLV models on several specific assumptions, e.g. non-contractual relationship,...

Significant changes have been brought about in consumer behaviour as a result of the COVID-19 pandemic. Digital consumption has attracted a large number of new consumers during the pandemic. However, there are few academic studies on the determinants of these crucial changes in consumer...

While innovation affects company efficiency, research into service innovation is scarce and lacks consensus. In retailing, in latest years, innovation has aroused significant interest in corporate and academic world. This research analyses retail experience innovation from the perspective of...

Brands’ perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific communication characteristics: safety, medical care,...

The COVID-19 pandemic has expedited the growth of e-commerce in South Africa, as in global markets, strengthening online shopping exchange relationships. Businesses seek advanced models of the online shopping dimensions that are appropriate for tailoring services to customers. The data collected...

The focal point of the study was to investigate the influence of after sales services on marketing performance at Sefalana Holdings in Botswana. The study was conducted in order to find out the influence of after sales services on customer satisfaction, customer loyalty and customer retention at...

This article examines omnichannel redemption options when issuing digital coupons over social media. It investigates which channels or combinations of them provide optimal performance in terms of service-quality perception, customer satisfaction, and revenue. For that purpose, it compares three...

In a world with enormous opportunities and challenges from the 4.0 revolution and the lingering COVID-19 pandemic, customer retention is more important than ever for retailers. While marketing and advertising can be more or less limited during the pandemic, retailers pay more attention to the...