Conclusions, theoretical and managerial implications
| Conclusions | Theoretical contributions | Managerial implications |
|---|---|---|
| 1. Communication consistency and channel coordination act as key stimuli inducing employees’ affective and cognitive responses | 1. Integration efforts at a communication level should be considered when assessing customer engagement | 1. A common message should be maintained through a retailer’s website, app, brand pages and physical stores |
| 2. A retailer’s integration efforts contribute to increase employees’ perceptions about customer engagement | 2. Communication consistency across owned touchpoints improves employees’ attitudes toward marketing communications | 2. Retailers should regularly collect information from employees to obtain useful insights about how to develop customer engagement |
| 3. Channel coordination generates a cognitive response among employees in the form of synergy realization | 3. Frontline employees emerge as a critical touchpoint in the customer journey since they know well how consumers move across channels | |
| 4. Unlike previous research, customer engagement is evaluated from the employees’ perspective |
| Conclusions | Theoretical contributions | Managerial implications |
|---|---|---|
| 1. Communication consistency and channel coordination act as key stimuli inducing employees’ affective and cognitive responses | 1. Integration efforts at a communication level should be considered when assessing customer engagement | 1. A common message should be maintained through a retailer’s website, app, brand pages and physical stores |
| 2. A retailer’s integration efforts contribute to increase employees’ perceptions about customer engagement | 2. Communication consistency across owned touchpoints improves employees’ attitudes toward marketing communications | 2. Retailers should regularly collect information from employees to obtain useful insights about how to develop customer engagement |
| 3. Channel coordination generates a cognitive response among employees in the form of synergy realization | 3. Frontline employees emerge as a critical touchpoint in the customer journey since they know well how consumers move across channels | |
| 4. Unlike previous research, customer engagement is evaluated from the employees’ perspective |
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