An omnichannel approach for value propositions.

Service marketing literature suggests that omnichannel approach (Verhoef et al., 2015) can influence engagement metrics such as, among others, awareness, conversions, cross-channel, customer retention, customer lifetime value (Ailawadi and Farris, 2017; Broussard 2016) and can generate a positive word-of-mouth (advocacy) and a higher revisit rate (Sopadjieva et al., 2017). Starting from the point that “a customer is always a co-creator of value” (Vargo and Lusch 2006), firms are trying to combine physical and digital touch points (Verhoef et al., 2015) with the aim of providing the customer a seamless experience with no barriers between channels (Rodríguez-Torrico et al., 2017 Ailawadi and Farris, 2017; Lemon and Verhoef, 2016; Beck and Rygl, 2015) which lead to greater engagement and value co-creation (Payne et al., 2017; Nordgren and Johansson, 2017). The aim of this work is to analyse how the omnichannel strategy, as a communication proposition, can influence customers’ value through the lens of S-D Logic.