Integrated Marketing and Impact to Consumer Loyalty and Customer Satisfaction

This dissertation explored how the lack of an effective marketing strategy can result in the loss of consumer loyalty and customer satisfaction when a grocery retailer takes an omnichannel approach. The researcher used a flexible, single case study to explore the potential when a grocery retailer offers services for in-store and virtual platforms when an integrated marketing strategy is not used resulting in the loss of brand equity. The researcher was guided by two critical questions and two sub questions to set the limitations, assumptions and delimitations to understand a contemporary issue. The literature review, which contained over 110 peer-reviewed articles, assessed there was a current gap in research done on the issue studied. The role of the researcher and methodology used included a discussion of the population, data collection methods and how data were analyzed are addressed in Section 2. The section details that data collection involves interviews, direct observations, and archival data. The section also discusses the researcher was the primary instrument setting protocols and processes. The study transitions to Section 3 which is a presentation of findings from the data collection methods. The study reveals through critical themes that a marketing strategy needs to be integrated across departments and platforms to establish consumer expectations which can improve brand equity.