All for one but does one strategy work for all?

Hsieh, Yi Ching; Roan, Jinshyang; Pant, Anurag; Hsieh, Jung Kuei; Chen, Wen Ying; Lee, Monle; Chiu, Hung-Chih

doi:10.1108/09604521211231003

Cited by 51 publications

(24 citation statements)

References 76 publications

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“…Several scholars have used the stimulus-organism-response (S-O-R) paradigm to explain the behavior of omnichannel consumers. Hsieh et al [29] designed the research model to investigate the key factor affecting retention and participation in the context of multichannel. They employed the S-O-R paradigm and the loyalty framework in the model.…”

Section: Background and Related Workmentioning

confidence: 99%

“…The current paper differs in that it considers factors related to the behavior of omnichannel users more comprehensively than previous studies. Second, this work explains the perceived ease of use, perceived usefulness, and relative advantage based on accessibility which has been verified as the crucial technological factor in omnichannel [29][30][31]. Former works have mainly adopted ease, usefulness, and advantage as exogenous variables [23,32,33].…”

Section: Introductionmentioning

confidence: 95%

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Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

Song

Jo²

2023

Sustainability

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Nowadays, consumers use information devices to use products and services through various channels. Omnichannel promotes sales improvement by allowing businesses to secure multiple channels. It provides consumers with a wider range of choices and monetary advantages. As such, omnichannel facilitates economic sustainability as a major platform for commerce. The purpose of this study is to identify the determinants of consumers’ continuous intention to use omnichannel. This research collected data from 262 consumers who had used omnichannel. Partial lease square structural equation modeling was employed to analyze the empirical data. The results found that accessibility positively affects perceived ease of use, perceived usefulness, and relative advantage. Monetary saving positively influences relative advantage. Perceived risk has a negative association with relative advantage. Continuance intention is influenced by relative advantage, attitude, subjective norms, and perceived behavioral control. This study offers an academic contribution in that the model was expanded by combining the theories of both technology and human behavior. It provides practical implications that omnichannel practitioners should prioritize money saving, perceived risks, and relative advantages. To enhance the generality of the results, future research needs to survey consumers in more countries. This work would be a useful guide to the sustainability of the economy.

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Section: Background and Related Workmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 95%

Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

Song

Jo²

2023

Sustainability

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“…An untrusted environment makes customers uncomfortable when accessing and sharing their personal information, ensuring that assurance quality for multichannel transactions enables customers to engage with omnichannel retailers from any channel (Hsieh et al, 2012). Customers are free to share their opinions online only when their personal information is secured (Roy et al, 2018a, b;Kundu et al, 2015).…”

Section: Assurance Quality Brand Engagement and Brand Trustmentioning

confidence: 99%

Omnichannel retailing with brand engagement, trust and loyalty in banking: the moderating role of personal innovativeness

Xuan

Hanh²,

Quang³

2023

IJBM

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PurposeThe purpose of this study is to analyze the effects of integration quality, perceived fluency and assurance quality on brand engagement and trust, and their impacts on brand loyalty in the omnichannel banking setting. It further explores the critical role of personal innovativeness and demographic characteristics as moderating variables for the propositions in the research model.Design/methodology/approachAn online survey of 1,547 respondents was carried out with bank customers located in the three largest cities of Vietnam, who have already used at least two various transactional channels in the past. The results were analyzed by the partial least square-structural equation modeling (PLS-SEM) technique.FindingsThe findings denote that integration quality, perceived fluency and assurance quality significantly influence brand trust. Whereas, brand engagement is only affected by integration quality and perceived fluency. Further, brand engagement and trust are substantiated as critical drivers of brand loyalty in omnichannel banking. Customers with high personal innovativeness produce fewer effects of omnichannel properties on brand engagement and trust than other ones. The research context is found to be a significant moderator for the effect of perceived fluency on brand engagement.Practical implicationsThis study offers several recommendations for bank managers to develop a successful omnichannel strategy that could enhance brand engagement and trust by improving integration quality, maintaining fluency across various channels and assuring security during the transactional process. It suggests various policies to improve the effectiveness of the omnichannel model towards the clients with high innovativeness.Originality/valueThis research extends the social exchange theory (SET) theory by examining the effects of omnichannel properties on brand engagement, trust and loyalty in the banking sector. The moderating role of personal innovativeness and research context is also explored.

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“…Menurut Zeithaml et al (1996) bahwa pembeli yang merasa puas ketika berbelanja kepada perusahaan ritel, akan melakukan pembelian ulang produk tesebut, dan akan memberikan rekomendasi kepada saudara dan teman. Integrasi saluran dikaitkan dengan loyalitas dan kepuasan pelanggan (Hsieh et al, 2012). Untuk meningkatkan kepuasan dan loyalitas di semua saluran maka dapat diintegrasikan saluran dengan cara yang sesuai (Herhausen et al, 2015;Bendoly et al, 2005).…”

Section: Kajian Pustaka Pegaruh Integrasi Multi-saluran Kepuasan Dan ...unclassified

Multi-channel Integration: Factor Driving Satisfaction and Customer Loyalty in the Omni-channel Retailing

Yunita

Adam

Wahab

et al. 2022

J. Manaj. dan Kewirausahaan

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Multi-channel integration is a prerequisite for omni-channel retail success. Implementation of good multi-channel integration increases satisfaction and has an impact on long term relationships with customers, one of which is customer loyalty. This research was conducted in a retail department store in the city of Palembang, namely Matahari Department Store (MDS). This study distributed questionnaires to 200 respondents who were buyers at MDS on at least two channels owned by MDS. The data analysis technique uses path analysis with the help of SPSS. The results show that multi-channel integration indirectly affects customer loyalty through satisfaction.

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All for one but does one strategy work for all?

Cited by 51 publications

References 76 publications

Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

Omnichannel retailing with brand engagement, trust and loyalty in banking: the moderating role of personal innovativeness

Multi-channel Integration: Factor Driving Satisfaction and Customer Loyalty in the Omni-channel Retailing

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