Forthcoming and Online First Articles

International Journal of Qualitative Research in Services

International Journal of Qualitative Research in Services (IJQRS)

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International Journal of Qualitative Research in Services (1 paper in press)

Regular Issues

  • Green marketing and customer experience in an omnichannel environment: a qualitative study   Order a copy of this article
    by Emmanouela Sfakianaki, Adam Vrechopoulos, Chris Lazaris 
    Abstract: The wide diffusion of green marketing strategies along with the continuous adoption of omnichannel practices from both businesses and consumers call for research initiatives towards exploring their combined effects on consumer behaviour and experience. Following these developments, this paper investigates the existing literature and argues the relationships of the investigated topics, leading to the formulation of specific research questions. Then, a qualitative empirical study was conducted through 14 semi-structured in-depth interviews with business experts to explore the nature of these relationships. The results highlight the value of having modern digital media, but also various physical channels to implement environmental actions and enhance the customer experience. The practical and the research implications of this study are discussed in the final section of the paper.
    Keywords: customer experience; green marketing; omnichannel phenomenon; qualitative research; environmentally sensitive strategies.
    DOI: 10.1504/IJQRS.2022.10052811