Digital marketing effects on customer repurchase intentions following the pandemic. A strategic marketing analysis of customer equity dimensions
(A2022-107224)

AUTHORS

Meletios Niros, Department of Business, Hellenic American University, 436 Amherst st, Nashua, NH 03063, USA.; ???????? Giannakis, Hellenic American University; Angelica Niros, Department of Business Administration, Athens University of Economics & Business, 76 Patision st, Athens, 10434, Greece.

ABSTRACT

The purpose of this research is to investigate the effects of online digital customer experience quality (OCXQ) on customer equity drivers (CEDs) of digital platforms and the respective effect of CEDs on repurchase intentions (RI). Most importantly, we unveil the indirect effects of store infection threat (SIT) on the relationship between CEDs and RI as a basic consequence of the ongoing COVID-19 pandemic. The methodology utilized was the positivism approach using an online survey in which 283 adults participated. OCXQ indicated a strong direct effect on the digital brand’s CEDs, whereas CEDs highly impact RI. This research stresses the importance of OCXQ in strengthening CEDs, which are important for online decision-making. In addition, SIT is proven to be a basic moderator of the effectiveness of CEDs in terms of RI. Thus, firms need to carefully design customized digital marketing practices.