Management of innovation and sustainable development of FMCG across omni-channels

• Autorzy: Kulchitaphong Issarin , Chaiyasoonthorn Wornchanok , Chaveesuk Singha

Identyfikatory

DOI

10.17512/pjms.2021.23.1.17

Warianty tytułu

PL

Zarządzanie innowacjami i zrównoważony rozwój FMCG w omni-kanałach

• Języki publikacji: EN

Abstrakty

EN

This paper attempts to provide an insight into the management of innovation and sustainable development of FMCG across omni-channels by shoppers in Thailand. The theoretical model was generated from the triangulation of three models based on the touchpoints of product, satisfaction, online trust & loyalty, offline trust & loyalty, and sustainable consumption. The models utilized in this study are IS success model, loyalty model and sustainable consumption model. The study used structural equation model (SEM) technique with AMOS program that consist of FMCG Shoppers on online and offline platforms with 369 respondents across Thailand. The study hypotheses were accepted, and the findings shows that most customers want to purchase products or services confidently, promptly, and easily from trusted online shops and such relationships can translate into offline benefits for the shops. The researchers recommend that brands must be honest to their customers and consider their customer benefits in all management decisions incorporating omni-channels across different platforms.

PL

Niniejszy artykuł jest próbą przedstawienia przez kupujących w Tajlandii wglądu w zarządzanie innowacjami i zrównoważonym rozwojem FMCG w wielu kanałach. Model teoretyczny został wygenerowany z triangulacji trzech modeli opartych na punktach styku produktu, satysfakcji, zaufania i lojalności online, zaufania i lojalności offline oraz zrównoważonej konsumpcji. Modele wykorzystane w tym badaniu to model sukcesu SI, model lojalności i model zrównoważonej konsumpcji. W badaniu wykorzystano technikę modelu równań strukturalnych (SEM) z programem AMOS, który składa się z kupujących FMCG na platformach online i offline z 369 respondentami w całej Tajlandii. Hipotezy badawcze zostały zaakceptowane, a wyniki pokazują, że większość klientów chce kupować produkty lub usługi pewnie, szybko i łatwo w zaufanych sklepach internetowych, a takie relacje mogą przełożyć się na korzyści dla sklepów offline. Badacze zalecają, aby marki były uczciwe wobec swoich klientów i uwzględniały ich korzyści we wszystkich decyzjach zarządczych obejmujących wielokanałowe na różnych platformach.

Słowa kluczowe

EN

FMCG; management; sustainability; ecommerce; omnichannel

PL

FMCG; zarządzanie; rozwój zrównoważony; e-commerce; omnikanały

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2021
• Tom: Vol. 23, No. 1
• Strony: 277--293
• Opis fizyczny: Bibliogr. 43 poz., rys., tab.

Twórcy

autor

Kulchitaphong Issarin

• KMITL Business School, Bangkok, Thailand

autor

Chaiyasoonthorn Wornchanok

• KMITL Business School, Bangkok, Thailand

autor

Chaveesuk Singha

• KMITL Business School, Bangkok, Thailand

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2021).