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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/1243
Title: Omni-channel marketing as crisis management strategy: case study on the marketing approach of the Vietnamese chain the coffee house in times of covid-19
Authors: Phan Hong Phuc 
Keywords: Omni-channel marketing;Customer purchase journey;Seamless experience
Issue Date: 2021
Publisher: Vietnamese-German University
Abstract: 
Recently, the retail industry has witnessed several proliferating alterations according to the digital platforms' rapid growth and diversity, which results in the advent of various marketing channels accessible to every consumer. Since then, customers increasingly demand a seamless shopping experience towards their purchase journey, and omni-channel marketing is a crucial key for businesses to achieve. Hence, the effectiveness of omni-channel marketing strategies through the case study of The Coffee House, a Vietnamese coffee shop chain, will be profoundly discussed in this thesis. The goal is to scrutinize the essence of using omni-channel marketing in F&B retail nowadays and how it efficiently saves customer retention as a competitive strategy, especially in the Covid-19 outbreak. Additionally, the case study design will be conducted in association with the secondary data sources collected from the Internet, articles, reports, or speech to reveal an intensive understanding of this strategy
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/1243
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:Finance & Accounting (FA)

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