Evaluating omni channel retailing in the emergence of industry 5.0: A perspective of South Asian generation Z
This study investigates the influence of Omnichannel-Retailing (OCR) on customer-retention (CR) for Generation Z (Gen Z) in the nascent Industry 5.0 era. Employing a survey with South Asian respondents, the research explores their experiences with retailer-provided omnichannel services. A novel mode...
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| Format: | Article |
| Language: | English |
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Elsevier
2024-11-01
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| Series: | International Journal of Information Management Data Insights |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2667096824000466 |
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| _version_ | 1850108673077018624 |
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| author | Vardhan Choubey Ayush Gautam |
| author_facet | Vardhan Choubey Ayush Gautam |
| author_sort | Vardhan Choubey |
| collection | DOAJ |
| description | This study investigates the influence of Omnichannel-Retailing (OCR) on customer-retention (CR) for Generation Z (Gen Z) in the nascent Industry 5.0 era. Employing a survey with South Asian respondents, the research explores their experiences with retailer-provided omnichannel services. A novel model examines the relationships between OCR, customer-satisfaction (CS), CR, and customer-engagement (CE). Additionally, the model investigates the moderating role of Man-Machine-Collaboration (MMC) on the OCR-CR association. Process macro analysis is employed to assess mediation and moderation effects. The findings reveal positive associations between OCR and both CR and CE. Interestingly, CS does not mediate the OCR-CR relationship, suggesting a more nuanced effect of OCR on retention. However, CE emerges as a significant mediator. Furthermore, the moderating role of MMC is confirmed. This research holds novelty by examining the early stages of Industry 5.0 and its potential disruption of marketing practices, particularly for CR strategies targeting Gen Z in South Asia. |
| format | Article |
| id | doaj-art-db18f43ce9e4467cbf438db309acdc56 |
| institution | OA Journals |
| issn | 2667-0968 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Elsevier |
| record_format | Article |
| series | International Journal of Information Management Data Insights |
| spelling | doaj-art-db18f43ce9e4467cbf438db309acdc562025-08-20T02:38:18ZengElsevierInternational Journal of Information Management Data Insights2667-09682024-11-014210025710.1016/j.jjimei.2024.100257Evaluating omni channel retailing in the emergence of industry 5.0: A perspective of South Asian generation ZVardhan Choubey0Ayush Gautam1Assistant Professor, Symbiosis Institute of Operations Management, Nashik, Symbiosis International University, Pune, IndiaAssistant Professor, Malaviya National Institute of Technology, Jaipur, India; Corresponding author.This study investigates the influence of Omnichannel-Retailing (OCR) on customer-retention (CR) for Generation Z (Gen Z) in the nascent Industry 5.0 era. Employing a survey with South Asian respondents, the research explores their experiences with retailer-provided omnichannel services. A novel model examines the relationships between OCR, customer-satisfaction (CS), CR, and customer-engagement (CE). Additionally, the model investigates the moderating role of Man-Machine-Collaboration (MMC) on the OCR-CR association. Process macro analysis is employed to assess mediation and moderation effects. The findings reveal positive associations between OCR and both CR and CE. Interestingly, CS does not mediate the OCR-CR relationship, suggesting a more nuanced effect of OCR on retention. However, CE emerges as a significant mediator. Furthermore, the moderating role of MMC is confirmed. This research holds novelty by examining the early stages of Industry 5.0 and its potential disruption of marketing practices, particularly for CR strategies targeting Gen Z in South Asia.http://www.sciencedirect.com/science/article/pii/S2667096824000466Omni channel retailingCustomer retentionHuman machine collaborationIndustry 5.0Customer satisfactioncustomer engagement |
| spellingShingle | Vardhan Choubey Ayush Gautam Evaluating omni channel retailing in the emergence of industry 5.0: A perspective of South Asian generation Z International Journal of Information Management Data Insights Omni channel retailing Customer retention Human machine collaboration Industry 5.0 Customer satisfaction customer engagement |
| title | Evaluating omni channel retailing in the emergence of industry 5.0: A perspective of South Asian generation Z |
| title_full | Evaluating omni channel retailing in the emergence of industry 5.0: A perspective of South Asian generation Z |
| title_fullStr | Evaluating omni channel retailing in the emergence of industry 5.0: A perspective of South Asian generation Z |
| title_full_unstemmed | Evaluating omni channel retailing in the emergence of industry 5.0: A perspective of South Asian generation Z |
| title_short | Evaluating omni channel retailing in the emergence of industry 5.0: A perspective of South Asian generation Z |
| title_sort | evaluating omni channel retailing in the emergence of industry 5 0 a perspective of south asian generation z |
| topic | Omni channel retailing Customer retention Human machine collaboration Industry 5.0 Customer satisfaction customer engagement |
| url | http://www.sciencedirect.com/science/article/pii/S2667096824000466 |
| work_keys_str_mv | AT vardhanchoubey evaluatingomnichannelretailingintheemergenceofindustry50aperspectiveofsouthasiangenerationz AT ayushgautam evaluatingomnichannelretailingintheemergenceofindustry50aperspectiveofsouthasiangenerationz |