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Customer value creation in an omnichannel environment: a study in the intimate apparel industry

Yojo, Angela Satiko

Biblioteca Digital de Teses e Dissertações da USP; Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade 2019-11-06

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  • Título:
    Customer value creation in an omnichannel environment: a study in the intimate apparel industry
  • Autor: Yojo, Angela Satiko
  • Orientador: Ikeda, Ana Akemi
  • Assuntos: Análise Temática; Criação De Valor; Lingerie; Varejo; Retail; Thematic Analysis; Value Creation
  • Notas: Dissertação (Mestrado)
  • Descrição: This study combines customer value creation and retail theories to identify sources of customer value creation within an omnichannel environment. This exploratory qualitative research included three different information sources: (1) secondary data, (2) in-depth interviews with two intimate apparel retailing professionals, and (3) in-depth interviews with 22 women from various financial, social, and lifestyle backgrounds. Information analysis process followed thematic analysis procedures and visual mapping for interview transcripts and relevant customer variables. Findings suggest that customer value creation sources vary according to channel type. They also imply customer financial situation, lifestyle, physiological needs, and product category affect retailer choice in the delicate lingerie sector. Moreover, the same customer variables determine how they derive value from each source. Theoretical contributions include proposing a customer brand channel choice model for the lingerie sector that could be tested in other inconspicuous products, such as fragrances. Managers and practitioners may benefit from the knowledge on customer value creation sources according to customer and channel characteristics.
  • DOI: 10.11606/D.12.2020.tde-19122019-152058
  • Editor: Biblioteca Digital de Teses e Dissertações da USP; Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade
  • Data de criação/publicação: 2019-11-06
  • Formato: Adobe PDF
  • Idioma: Inglês
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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