Advancing the marketing‐operations interface in omnichannel retail

Rooderkerk, Robert P.; Leeuw, Sander de; Hübner, Alexander

doi:10.1002/joom.1241

Cited by 5 publications

(2 citation statements)

References 22 publications

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“…Channels are designed according to these journeys. Rooderkerk et al. (2023) define the marketing-operations interface as a decision set related to the coordination of multiple channels across the same customer journey, aiming to carefully balance an excellent customer journey experience with reliable and efficient product flow in the omni-channel retail context.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

Zhang,

Park,

Park

2023

APJML

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PurposeThis study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and post–purchase stages of the customer journey, and their subsequent influences on customers' reuse intention.Design/methodology/approachData were collected from customers who had experience with omni-channel shopping in South Korea through a questionnaire made with Naver Forms, both online and offline from 15 June to 15 July 2022. Out of the received responses, only valid and consistent questionnaires were considered for statistical analysis. In total, 272 valid samples were utilised for the final analysis. Analyses included reliability, validity, path, structural equation modelling and mediation effects, using SPSS and AMOS software.FindingsThe results revealed a significant influence of personal innovativeness on the omni-channel customer experience across all purchase stages. Personal innovativeness was found to influence the customer experience in the pre- and post–purchase stages, thus affecting reuse intention. However, it did not have the same effect in the purchase stage. The omni-channel experience customer experience also played an indirect mediating role in the relationship between personal innovativeness and reuse intention.Research limitations/implicationsFirst, personal innovativeness in the IT domain may be very prominent in studies examining innovative behaviours related to computing technology. Second, this study provides further understanding of customers' intentions to reuse omni-channel shopping. Third, the path analysis showed that personal innovativeness significantly affects customer experience at all pre-purchase, purchase and post–purchase stages of the customer journey. However, except for the purchase experience, both pre- and post–purchase experiences significantly impact customers' intention to reuse omni-channels and play a mediating role.Practical implicationsFirst, omni-channel retailers should launch new products, innovative promotional activities and explore new channels or new service modes to stimulate the need recognition of customers with high personal innovativeness. Second, omni-channel retailers should pay attention to the users' reviews of each channel because they play a key role in potential customers' purchase decisions. Third, offering customers a seamless shopping experience is essential as a marketing strategy for omni-channel retailing.Originality/valueThis study elucidates the causal relationship between personal characteristics and behaviour by dividing the omni-channel customer journey. In particular, personal innovativeness is identified as an important predictor of the intention to reuse omni-channels during the pre- and post–purchase stages. This suggests that omni-channel retailers need to strategically manage these stages to boost customers' reuse intention.

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Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

Zhang,

Park,

Park

2023

APJML

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“…The list of future research topics is not limited to the ones presented in this chapter. As mentioned in Rooderkerk et al (2023), the increase in data availability in omni-channel retailing, together with researchers' knowledge, could further improve retail operations while maintaining customer satisfaction.…”

Section: Omni-channel Retailingmentioning

confidence: 99%

Inventory Management and Demand Fulfilment in Omni-channel Retail : The Role of the Store

Goedhart

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Gender and generational differences in omnichannel shopping travel decisions: What drives consumer choices to pick up in-store or ship direct?

Joshi,

Pani,

Sahu

et al. 2024

Research in Transportation Economics

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Advancing the marketing‐operations interface in omnichannel retail

Abstract: includes the simultaneous usage of channels within a given customer-journey stage such as in-store mobile search.2 Under new EU rules it will be mandatory for retailers to report on sustainability as of January 1, 2025.

Cited by 5 publications

References 22 publications

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

Inventory Management and Demand Fulfilment in Omni-channel Retail : The Role of the Store

Gender and generational differences in omnichannel shopping travel decisions: What drives consumer choices to pick up in-store or ship direct?

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