PurposeThe purpose of this research is to analyse the LSQ in the context of three different omni-channel purchasing scenarios while considering four dimensions (timeliness, availability, condition and return of the product) and to assess their impact on customer satisfaction and loyalty. In addition, an evaluation of the relationship between satisfaction and loyalty in the mentioned omni-channel scenarios is investigated.Design/methodology/approachA mixed two-phase research methodology is proposed: an initial qualitative analysis with six focus groups followed by quantitative research through surveys with a sample of 323 individuals. The proposed scales were tested for three purchase scenarios: “buy-online-ship-direct” (BOSD), “buy-online-pickup-in-store” (BOPS) and “buy-in-store-ship-direct” (BSSD). The data were analysed using partial-least squares structural equation modelling (PLS-SEM) techniques.FindingsIn an omni-channel context, the most important element of the logistics service deriving in satisfaction was timeliness for all the scenarios. The return-of-product dimension of LSQ was relevant for satisfaction in “ship-direct” scenarios, while the availability dimension was only relevant for customer loyalty in the BOPS scenario. Customer satisfaction had a positive impact on loyalty in the three purchasing scenarios.Practical implicationsThese results might provide guidance to managers in order to improve not only logistics procedures and processes but also their relationships with their customers. Moreover, retailers need to account for return policies in ship-direct channels, prioritize punctuality and adapt delivery terms to ensure product availability.Originality/valueThis work represents a progress in LSQ research in the B2C omni-channel environment by extending its study to a previously untested purchasing scenario (BOSD) and including a fundamental and insufficiently explored dimension of the LSQ: the return.

Omni-channel retailing consists of the complete alignment of the different channels and touchpoints that generate a seamless experience for consumers, allowing them to move freely through all channels. The consumer’s perception of a seamless and consistent omni-channel experience is called intensity. This study reveals that this intensity in the shopping experience can offer value to consumers, and that intensity and shopping value also influence satisfaction and loyalty. We propose a relationship model that had been tested in a quantitative study with PLS, with a representative sample of buyers who had used the Click and Collect system. The main contribution of this study is to the literature on the analysis of omni-channels from the consumer experience perspective, through an in-depth analysis of the concepts of intensity and shopping value, as well as their relationship with satisfaction and loyalty. The results revealed the existence of a positive relationship between intensity and shopping value, and between these two variables and satisfaction and loyalty.

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PurposeThe purpose of this paper is to understand the contribution of digitalisation, channel integration and sustainability to the improvement of industrial small and medium-sized enterprises (SMEs)' international performance.Design/methodology/approachBased on a review of the literature, the authors developed a research model that included six hypotheses about the relationships between the constructs studied: digitalisation, channel integration, sustainability and international performance. The structural equation model was tested with data from a survey answered by 200 exporting industrial SMEs, by means of partial least squares regression.FindingsThe digitalisation of SMEs contributes positively to channel integration and sustainability, while channel integration is positively related to their international performance. Although a direct relationship between digitalisation and international performance was not observed, a mediated relationship through channel integration was confirmed. Additionally, the multi-group analysis according to the level of internationalisation revealed that sustainability positively influences the international performance of companies with a high degree of internationalisation.Originality/valueThis study is original insofar as it examined the role of digitalisation in the international performance of industrial SMEs, considering the mediating role of sustainability and channel integration.