How to win back the disgruntled consumer? The omni-channel way

A. Shivakanth Shetty; Jeevananda. S; Jayanth R. Kalghatgi

Article Details

Research Article Volume 12 Issue 4

How to win back the disgruntled consumer? The omni-channel way

A. Shivakanth Shetty • Jeevananda. S • Jayanth R. Kalghatgi

Published: 04 Jul 2018 Issue:Volume 12 Issue 4 Jul 2018 Author details below

A. Shivakanth Shetty

Institute of Management Christ University, Bangalore

Jeevananda. S

Institute of Management Christ University, Bangalore

Jayanth R. Kalghatgi

Institute of Management Christ University, Bangalore

Brand Loyalty Brand Disloyalty Omni- Channel Marketing Brand Advocacy

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Abstract

Research summary

In a conventional wisdom, it was believed that in traditional consumer journey, consumer will engage in an extended consideration and evaluation before entering into the loyalty loop. But with the emergence of online and offline advocacy the modern consumers may skip various traditional phases and may directly enter into loyalty loop. Being well informed and empowered modern-day consumer would wait hardly few seconds before he shifts loyalty to the rival brands. Hence, the retailers and marketers need to deal with well informed and empowered consumers who are disloyal to the core. Therefore, this paper proposes the adoption of Omni-channel marketing as a strategy to deal with disloyal customers. This study is both analytical and theoretical in nature and is based on the secondary data as well as extensive review of literature on the subject.

The findings of the study recommend that the adoption of Omni-channel marketing will reduce the loyalty depressing factors and increases the loyalty supporting factors amongst the consumers by creating seamless experience throughout their consumer journey. Therefore, this paper proposes the adoption of Omni channel marketing to retailers, brands and marketers to deal with well informed, empowered and disloyal consumers and to convert them into loyal consumers.

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Article History

Published 04 Jul 2018

How to Cite

Shetty, A. S., S, J., & Kalghatgi, J. R.. (2018). How to win back the disgruntled consumer? The omni-channel way. Journal of Business and Retail Management Research, Volume 12 Issue 4.

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APA

Shetty, A. S., S, J., & Kalghatgi, J. R.. (2018). How to win back the disgruntled consumer? The omni-channel way. Journal of Business and Retail Management Research, Volume 12 Issue 4.

MLA

Shetty, A. Shivakanth, et al.. "How to win back the disgruntled consumer? The omni-channel way." Journal of Business and Retail Management Research, Volume 12 Issue 4, 2018.

Chicago

A. Shivakanth Shetty, Jeevananda. S, and Jayanth R. Kalghatgi. "How to win back the disgruntled consumer? The omni-channel way." Journal of Business and Retail Management Research Volume 12 Issue 4 (04 Jul 2018).

Harvard

Shetty, A. S., S, J., & Kalghatgi, J. R. (2018) How to win back the disgruntled consumer? The omni-channel way. Journal of Business and Retail Management Research, Volume 12 Issue 4