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Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda

Business

Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda

P. Senachai and P. Julagasigorn

This study, conducted by Prarawan Senachai and Puthipong Julagasigorn, explores how retail mix instruments influence customer perceived value and engagement in the FMCG sector in a post-COVID-19 context. Discover a new framework revealing 12 retail mix instruments that affect customer perceptions and behaviors, aiming to enhance engagement strategies for retailers.

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Playback language: English
Abstract
This study investigates the impact of retail mix instruments on customer perceived value and engagement in the FMCG retail sector, particularly in the context of the post-COVID-19 era. Using the stimulus-organism-response (S-O-R) framework, the researchers conducted interviews with 40 Gen-X and Gen-Y consumers in Thailand to explore the relationships between retail mix instruments, customer value perceptions, and customer engagement behaviors. The study resulted in a revised conceptual framework identifying 12 retail mix instruments influencing six types of customer value perceptions and leading to four customer engagement behaviors. The framework is presented to guide future research and illustrate how FMCG retailers can leverage it to design effective strategies for enhancing customer engagement.
Publisher
Humanities & Social Sciences Communications
Published On
Jan 20, 2024
Authors
Prarawan Senachai, Puthipong Julagasigorn
Tags
retail mix
customer perceived value
customer engagement
FMCG sector
post-COVID-19
Gen-X
Gen-Y
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