Table 7. Conclusions, theoretical and... | Emerald Publishing

Table 7.

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