An exploratory study on the perceived agility by consumers in luxury brand omni-channel

Sang Chul Son, Joonheui Bae, Kyung Hoon Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

6 Citations (Scopus)

Abstract

Perceived agility in luxury brands means that they provide information about changes in customer expectations and preferences quickly and flexibly. Millennial and Z generation customers not only expect to interact immediately with the brand but also expect unique services meeting their needs and expectations. A digitalized luxury brand only selling products and providing services can no longer maintain customer satisfaction. This study explores the importance of perceived agility and the timing of when customers perceive more agility in the shopping journey of a digitized luxury brand. Data were collected using Netnography, a qualitative research method, and analyzed using NVivo 11.0. The results show that increasing perceived agility through meeting consumer expectations and quickly responding to the environment by actively introducing digitalization to improve customer interaction is a factor differentiated from customer service. The findings have implications for how practitioners and managers of luxury brands can improve consumers’ unique experiences while adapting to changing service encounters.

Original languageEnglish
Pages (from-to)154-166
Number of pages13
JournalJournal of Global Scholars of Marketing Science: Bridging Asia and the World
Volume33
Issue number1
DOIs
Publication statusPublished - 2023
Externally publishedYes

Keywords

  • customer experience
  • digitalized omni-channel
  • exploratory study
  • luxury brand
  • Perceived agility

ASJC Scopus subject areas

  • Marketing
  • Arts and Humanities (miscellaneous)
  • Social Sciences (miscellaneous)

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