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Conceptual Framework

The document discusses five key sources that affect customer interactions during pre-purchase, purchase, and post-purchase stages. These sources create perceived benefits for customers around convenience, relevance, experience, empowerment, and savings. The importance and impact of these benefits depends on the specific purchase situation and product attributes. It also examines the rising importance of interfaces between brands and customers, platforms and customers, and retailers and customers in the retail industry. While some brick-and-mortar stores still thrive, many are struggling against online retailers. Having both a strong online and physical retail presence allows brands to benefit from both worlds.

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Ngân Nguyễn
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96 views2 pages

Conceptual Framework

The document discusses five key sources that affect customer interactions during pre-purchase, purchase, and post-purchase stages. These sources create perceived benefits for customers around convenience, relevance, experience, empowerment, and savings. The importance and impact of these benefits depends on the specific purchase situation and product attributes. It also examines the rising importance of interfaces between brands and customers, platforms and customers, and retailers and customers in the retail industry. While some brick-and-mortar stores still thrive, many are struggling against online retailers. Having both a strong online and physical retail presence allows brands to benefit from both worlds.

Uploaded by

Ngân Nguyễn
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1.

These five key sources affect customer interactions occurring in the


pre-purchase, purchase, and post-purchase stages. The five sources
then result in new perceived benefits on the customer and customer
decision processes
2. These firm-level sources of value creation then foster – typically in
combination – customer-level perceived benefits of convenience,
relevance, experience, empowerment, and monetary and ecological
savings.3 The magnitude and relative importance of these
perceived benefits are further subject to different purchase
situations and product attributes.
3. Interfaces
 For the rising importance of brand-customer interface in
Figure 1, having a tremendous brand-customer interface
provides a simplified and positive user experience, resulting
in increased brand recognition. (Reinartz, Weigand, and
Imschloss (2019) portray how brand platforms shortened the
shopping process and directly interact with customers via
their online platform, which allows customer convenience
and engagement opportunities 24/7.)
 On the other hand, the rising importance of platform-
customer interface refers to the online retail platforms
that act as intermediaries to exchange products and services
between buyers and sellers (e.g., Alibaba, Amazon) (Reinartz,
Wiegand and Imschloss 2019). These platforms offer a wide
selection of individual consumer needs (Mikko, Smedlund
and Mitronen 2018). Hence, the retail sector is now being
dominated by online-based store platforms like Amazon,
Walmart, and Alibaba (Thomas 2021). For instance, Amazon
expects to take more than 40% of the US e-commerce sales by
the end of 2021 (Droesch 2021; Thomas 2021). Additionally,
the platform-customer interface is more robust for decision
situations that profit from conveniences like routine
purchases (Dennis et al. 2012).
 The third interface pertains to the retailer-customer
interface. It discusses how many brick-and-mortar stores
are still thriving and are outgrowing online retailers in sales
despite the rise of many online retail platforms (Reinartz,
Wiegand and Imschloss 2019). In addition, some originally
digital brands like Warby Parker, Casper, and Amazon have
invested in physical retailing (Marhamat 2020).
 In summary, the article argued that although retailing as a
function will not fade, many traditional brick-and-mortar
stores struggle against competition from online retailers. The
framework the article proposed can help businesses
understand and strategize against the ongoing competition
amongst platforms. Some brands go from online to physical
retailing, while some go from physical to online retailing.
Hence, having both a physical and digital presence gives the
brand the benefits of both worlds. Overall, brands should
understand these trends of consumer preferences to make
decisions wisely and accordingly.

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