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Effective digital loyalty strategies in services during COVID-19 pandemic: does digital adoption matter?

Niros, Meletios and Niros, Angelica (2022): Effective digital loyalty strategies in services during COVID-19 pandemic: does digital adoption matter? Published in: 10TH International Conference on Contemporary Marketing Issues (8 July 2022): pp. 339-344.

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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.

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