Connected Places Journal paper proof_jan2021.pdf (386.13 kB)

Do connected town-centre shopping journeys improve town-centre patronage?

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journal contribution
posted on 23.02.2021, 12:00 by Majd AbedRabbo, Cathryn Hart, Fiona Ellis-Chadwick
Purpose – This study explores the role played by digital channel integration in the town centre shopping experience. It also explores how customers perceive the role of digital in the town centres shopping journeys, improves shopping experiences, and encourages positive future patronage behaviour. Ultimately, the aim is to identify the likely implications of a connected shopping experience on patronage intentions. Design/methodology/approach– A qualitative research design using focus groups to explore customers’ perceptions of connected town centre shopping experiences was deployed. Then, data was analysed using thematic analysis to identify overarching themes. Findings – Digital integration has the potential to serve discreetly different functions in the town centre context: create interconnected information channels, facilitate improved connected shopping experiences, generate positive perceptions of a town, which subsequently shape future patronage intentions. The study also revealed expectations of digital integration are yet to be fully realised in the town centre context and there are tensions between physical and digital domains to be overcome if digital integration is to positively influence patronage intentions.
Research Limitations – The nature of exploratory research tends to pose questions and open out a problem rather than provide definitive answers. This study has sought to highlight key issues and also provide points of departure for future studies. The significance and generalisability of the results are limited by the size and nature of the sample. Originality/value – This study provides theoretical contribution to the town centre literature by expanding our understanding of consumers perceptions of the role of digital integration in shopping journey experiences and unlocks insights into its potential impact on future patronage intentions. Practical considerations for integrating digital in the town centre to create more connected shopping experiences.

History

School

  • Business and Economics

Department

  • Business

Published in

International Journal of Retail and Distribution Management

Publisher

Emerald

Version

AM (Accepted Manuscript)

Rights holder

© Emerald

Publisher statement

This paper was accepted for publication in the journal International Journal of Retail and Distribution Management and the definitive published version is available at https://doi.org/10.1108/IJRDM-05-2020-0178

Acceptance date

06/01/2021

Publication date

2021-02-19

Copyright date

2021

ISSN

0959-0552

Language

en

Depositor

Dr Fiona Ellis-Chadwick . Deposit date: 4 February 2021