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Exploring Omnichannel Retailing Differences and Preferences Among Consumer Generations

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Applied Ethics for Entrepreneurial Success: Recommendations for the Developing World (GSMAC 2018)

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Abstract

This chapter discusses differences and preferences among consumer generations, e.g. ‘Baby Boomers’, ‘Generation X’, ‘Generation Y’ (Millennials) and ‘Generation Z’, regarding their use of omnichannel retailing including their purchase and fulfilment needs, willingness to use this format, attitudes and behaviors, and subsequent effects on their satisfaction and loyalty. The development of omnichannel and fulfilment strategies is of increasing concern for international retailers. However, strategic challenges go beyond just targeting consumers via various communication and distribution channels to include the ongoing development and integrated management of such strategies to foster appropriate online purchasing and fulfilment and two-way communication with target generations for mutual data and information exchange. A systematic literature review was undertaken of omnichannel’s theoretical and practical dimensions and its relation to consumer generations. Subsequent analysis found consumer willingness to accept omnichannel options grows over time of use and that use is highly dependent on age moving through generations from Baby Boomers through Generations X, Y and Z. Suggestions for strategic development of these generational segments and fulfilment applications were lacking and this chapter concludes with suggestions for future research and practical applications in expanded strategic areas to address this gap and enable retailers to better meet generational needs and provide appropriate purchase and fulfilment strategies to increase satisfaction and loyalty.

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Acknowledgments

This work was supported by a grant from the Romanian National Authority for Scientific Research and Innovation, CNCS-UEFISCDI, project number PN-II-RU-TE-2014-4-0312.

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Authors and Affiliations

  1. Department of Marketing, Faculty of Economics and Business Administration, Babes,-Bolyai University, Cluj-Napoca, Romania

    Iulia Diana Popa & Dan-Cristian Dabija

  2. Department of Marketing, Supply Chain Management and Social Responsibility Group, Hanken School of Economics, Helsinki, Finland

    David B. Grant

Authors
  1. Iulia Diana Popa
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  2. Dan-Cristian Dabija
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  3. David B. Grant
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Corresponding author

Correspondence to Dan-Cristian Dabija .

Editor information

Editors and Affiliations

  1. Griffiths School of Management, Emanuel University of Oradea, Oradea, Romania

    Sebastian Văduva

  2. Griffiths School of Management, Emanuel University of Oradea, Oradea, Romania

    Ioan Fotea

  3. Emanuel University of Oradea, Oradea, Romania

    Lois P. Văduva

  4. College of Business and Communications, Concordia University Texas, Austin, TX, USA

    Randolph Wilt

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Popa, I.D., Dabija, DC., Grant, D.B. (2019). Exploring Omnichannel Retailing Differences and Preferences Among Consumer Generations. In: Văduva, S., Fotea, I., Văduva, L., Wilt, R. (eds) Applied Ethics for Entrepreneurial Success: Recommendations for the Developing World. GSMAC 2018. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-17215-2_9

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