Annotated Bibliography-Marketing

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Liberty University *

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BUSI701

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Marketing

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Jan 9, 2024

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1 ANNOTATED BIBLIOGRAPHY: MARKETING Annotated Bibliography: Marketing Diana K. Ramirez BUSI701: Current Topics in Business Administration, Liberty University Author Note Diana K. Ramirez I have no known conflict of interest to disclose. Correspondence concerning this article should be addressed to Diana K. Ramirez Email:

2 ANNOTATED BIBLIOGRAPHY: MARKETING Annotated Bibliography Furquim, T. S. G., da Veiga, C. P., Veiga, C. R. P. da, & Silva, W. V. da. (2022). The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions. Journal of Theoretical and Applied Electronic Commerce Research , 18 (1), 79–104. https://doi.org/10.3390/jtaer18010005 Summary  The main topic that the researcher is discussing is the consumers purchase intention in the consumer journey in omnichannel retail. This will allow businesses to be able to note which elements directly affect the consumer purchase intention.  The main argument of the research is that there are several variables that can influence the customer’s purchase intention.  The main findings of the research are two elements that proved to be determinants in omnichannel retail; effort expectation and performance expectation. Another main finding of the article is that personal innovation is a strong predictor of purchase intent because customers are interested in new technologies across different channels. Assessment  The article is useful because it provides valuable information on how customers' views are influenced in reference to purchase intention when it comes to the omnichannel customer journey.  It compares to other sources because several retail businesses are competing against each other to retain customers by enhancing their presence to fit the needs of many customers. Reflection

3 ANNOTATED BIBLIOGRAPHY: MARKETING  This source will be useful in my discussion because it evaluates how customers respond in each stage of the purchase journey. It analyses how the omnichannel retail journey of a customer causes consumers to change their buying habits and behaviors. Since customers can change from one purchase channel to another the article provides how customer value can influence changes made.  I plan to use this source to help lay an outline as to what tools retail businesses should use to be able to retain customers by providing clear brand marketing across all channels used so that the customers shopping experience can be seamless from beginning to end. Furquim, T. S. G., da Veiga, C. P., Veiga, C. R. P. da, & Silva, W. V. da. (2022). The Different Phases of the Omnichannel Consumer Buying Journey: A Systematic Literature Review and Future Research Directions. Journal of Theoretical and Applied Electronic Commerce Research , 18 (1), 79–104. https://doi.org/10.3390/jtaer18010005 The article by Furquim and Veiga provides an overall background as to what the challenges are when it comes to the purchase intention and how it is influenced by the omnichannel retail journey. They provide heavy reasoning on how there are many variables that can influence customers purchase intention. Effort expectation and performance expectation are stated as two of the main determinants of the omnichannel retail journey. The article notes that businesses should aim to integrate an omnichannel strategy to offer a full experience by integrating marketing channels to provide consumers with a unique shopping experience. Furthermore, the authors note how customer value is viewed during the omnichannel retail journey in regard to purchase intention.

4 ANNOTATED BIBLIOGRAPHY: MARKETING Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel Customer Experience and Management: An Integrative Review and Research Agenda. Sustainability , 13 (5), 2824. https://doi.org/10.3390/su13052824 Summary  The main topic that the authors are discussing is how adopting an omnichannel approach could lead to a market advantage by retaining customers and also helping ensure a profitable business across all channels.  The main argument of the author is that businesses need to adapt or transform their business models in order to stay competitive and be able to provide the best service to their customers.  The main findings of the article are that consumer behavior is dominated by research on the consumer purchase journey. For instance, the post-purchase journey if a customer is upset with their purchase, they generally tend to complain online if they were not satisfied with the response, they got from complaining in the physical store. Assessment  The article is useful because it addresses the implementation of an omnichannel system and how it affects service quality when being viewed from the customer's perspective.  It compares to other sources because it not only provides important references to the consumer purchase journey it also provides valuable insight on the post-purchase journey and how the omnichannel customer journey plays a role. Reflection  This source will be useful in my discussion because it provides reference to how the omnichannel customer journey has an impact on both the customers and organizations.

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