Enhancing Customer Satisfaction and Loyalty through Service Dominant Logic A Customer Journey Analysis of Pang Dong Lai Trading Group in the Omni-Channel Retail Landscape
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | case studies China customer journey map customer loyalty customer satisfaction Hypothesis Testing Omni-Channel Pang Dong Lai retail SDL Service Dominant Logic supermarket value co-creation |
| Online Access: | http://dolgozattar.uni-bge.hu/57641 |
| Kivonat: | There are unprecedented transformation in retail landscape which has been influenced by technological advancement as well as change of consumer behaviors. Recent research shows that the adoption of omni-channel strategies is increasing dramatically with 73% of customers now using multiple channels throughout their shopping journey (Deloitte, 2021). In this shift, retailers are no longer confining themselves to channel specific plans but rather switching to an integrated offering across physical stores, online channels and mobile applications (Verhoef et al., 2015; Kumar & Anjaly, 2017). In this rapidly changing scenario, the Service-Dominant Logic (SDL) has been a fundamental framework to understand and implement the strategies that make a retail successful. Blazquez-Resino et al. (2021) pointed out recent studies that when retailers are adopting SDL principles, they are experiencing a massive rise in customer engagement and loyalty. SDL as a shift in paradigm from GOBL to a service driven logic where value is co created dynamically between retailers and customer (Vargo & Lusch, 2017). Yet in today’s retail world, customers expect personalized shopping experiences and channel seamlessness (Tyrväinen et al., 2020), making this shift particularly important. A good example of SDL principles realized in modern retail is Pang Dong Lai Trading Group. The company has been one of China's fastest growing retail chains that has revolutionized traditional retail by innovative service integration (Shen & Wan, 2019). The company has successfully developed their market with 35 supermarket chains and 85% of local market share (China Daily, 2023), because of their unique service philosophy and customer centric practices. The company is a benchmark for service excellence in Chinese retail having successfully integrated SDL principles through all levels of its operation. Born in Henan Province, I have seen for myself Pang Dong Lai Trading Group grow from a local retailer to one of China's most innovative retail companies. The motivation for this thesis comes from this personal connection to the company, as well as the importance of the company in both regional and national retail landscapes. This thesis uses SDL as the applied theory to investigate its use in retail and specifically the growth of omni-channel retail in China to enhance customer satisfaction and loyalty. Although SDL theory has been extensively studied in Western contexts (Vargo & Lusch, 2017), its practical implementation in Chinese retail contexts has not been explored. This is a large gap in research specifically around how SDL principles may be effectively adapted for the Chinese cultural and market environment. The purpose of this thesis is to examine how principles of SDL can be applied in the context of omni channel retail to increase customer satisfaction as well as fidelity. This thesis takes a systematically approach to fill key gaps in the existing literature by integrating theoretical analysis with empirical study. More specifically, it proposes a comprehensive SDL based framework to investigate customers from omni channels touch points in the retail industry, quantify the effect of SDL adoption on customer satisfaction and loyalty, and explore the critical success factors and barriers to SDL adoption in Chinese retail contexts. |
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