Analyzing consumer behavior at retailers with hybrid distribution channels

Teltzrow, Maximilian; Günther, Oliver; Pohle, Carsten

doi:10.1145/948005.948060

Cited by 5 publications

(4 citation statements)

References 24 publications

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“…From a consumer perspective, Mcgoldrick et al(2007) claimed that multi-channel integration quality is a "seamless" shopping experience provided by retailers to customers, who can switch between channels freely at any time according to their needs. Teltzrow et al(2003) found that multi-channel retailers are better able to meet the diverse needs of consumers and cater to their consumption habits than single-channel retailers. In fact, since multi-channel integration quality involves several aspects, some scholars define it by considering both consumer and business perspectives.…”

Section: Multichannel Integration Qualitymentioning

confidence: 99%

Research on the Impact of Multi-channel Integration Quality on Customers’ Engagement Behavior

Zhu¹

2023

FBEM

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In the face of increasingly fierce market competition, many new retailers adopt online and offline multi-channel integration to enhance their attractiveness and competitiveness, and customer engagement behavior not only provides a new way of marketing management for new retailers, but also contributes to the increase of actual performance level. To elucidate the mechanism of the multi-channel integration quality of new retail companies on customer engagement behavior, a pioneering model was constructed by introducing product involvement as a mediating variable and regulatory orientation (promotion orientation and defense orientation) as a moderating variable. 510 consumers with shopping experience in the same new retail company were selected for the empirical study. The findings of the study are as follows: the multi-channel integration quality (transparency of service construction, freedom of channel choice, process consistency and information consistency) significantly affects customer engagement behavior; new retail companies should enhance product involvement by improving the attractiveness of the product itself, so that consumers can enhance product involvement and thus influence customer engagement behavior; compared with defense orientation consumers, product involvement has a more significant positive impact on promotion-oriented consumers and is more likely to lead to customer engagement behavior. The above findings imply rich managerial insights that new retailers in different categories can further enhance their competitiveness by improving the multi-channel integration quality and thus influencing customer engagement behavior.

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Section: Multichannel Integration Qualitymentioning

confidence: 99%

Research on the Impact of Multi-channel Integration Quality on Customers’ Engagement Behavior

Zhu¹

2023

FBEM

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“…In today's age, where digital technology is inevitable and information is amply available, consumers can learn about others' experiences through their smartphones and subsequently experience the products in the digital world ahead of purchasing them. Many consumers use the internet to collect information on products and brands before making purchases offline (Venkatesan et al, 2007;Teltzrow et al, 2007). Various stimuli, including brands' messages on social media, become the primary sources of information for consumers to make purchasing decisions.…”

Section: Zero Moment Of Truth (Zmot)mentioning

confidence: 99%

ZMOT BRAND STORIES AS STIMULUS AND EFFECT ON PROSPECTIVE STUDENTS OF HEIs IN THE COVID-19 PANDEMIC ERA

Maulana

Setiawan

2022

MJBE

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The current pandemic significantly prompts rising information gathering activities via the internet associated with a brand story. This phenomenon has considerable impacts in the decision-making process of high involvement services such as higher education. Since prospective students no longer have the opportunity to directly visiting the campus, their effort inclines more towards reading about life activities and experiences’ stories from those who already encounter university life. This study utilizes a qualitative approach to gain deeper insights into this relatively prevailing Covid-19 pandemic situation by conducting a netnography and in-depth interviews with current and prospective students. This study discovers that diverse online learning experiences recounted by current students during the pandemic are brand story manifestations, shown as content in social media platforms. Furthermore, the finding emphasizes the importance of the upperclassmen role to the prospective students. They can associate with the prospective students while maintaining credibility as an influencer. Inspiring experiences told in university seniors positive narratives become successful zero moments of truth (ZMOT) and enhance the desire to interact with that remarkable university brand. Conversely, unpleasant encounters would be an adverse stimulus that would dissuade further interaction between prospective students and the particular university brand, revealed either through behavior or attitude. ZMOT brand story is uncontrollable content in social media, and if HE marketers neglect them, it will obstruct the development of the university's image. HE marketers need to be alert with diverse stories derived from personal experiences of online classes during the pandemic. Cooperation with the service provider, aka faculty members, has never been more profound to ensure that the delivery of the materials is enjoyable and memorable.

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“…Providing multiple channels to customers throughout their shopping journeys has been mostly associated with positive consumer behavior (Pauwels and Neslin 2015;Teltzrow et al 2007). More shopping alternatives could serve customers better, according to their distinct needs and shopping situations (Wang and Goldfarb 2016).…”

Section: Multichannel Options For Social Coupon Redemption Effects On...mentioning

confidence: 99%

Choosing Optimal Omnichannel Coupon Redeeming Options in Multiple Channel Settings

Vrechopoulos

Lazaris

Theodoratos

2022

Administrative Sciences

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This article examines omnichannel redemption options when issuing digital coupons over social media. It investigates which channels or combinations of them provide optimal performance in terms of service-quality perception, customer satisfaction, and revenue. For that purpose, it compares three omnichannel redeeming options employing a between-participant quasi-experimental design that utilizes the primary data of a sporting goods retailer in Greece and a questionnaire as a data-collection instrument to investigate cause and effect relationships. Those three omnichannel redeeming options are analyzed in two pairwise comparisons: (a) multichannel (both online and offline) vs. offline-only (physical store), and (b) multichannel (both online and offline) vs. online-only (online store). Results reveal that while perceived service quality is essential to improve customer satisfaction, especially if satisfying the need for interaction with service employees, revenue performance depends only on the availability of multiple redemption options. Theoretical, practical, and research implications are thoroughly discussed at the end.

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Analyzing consumer behavior at retailers with hybrid distribution channels

Cited by 5 publications

References 24 publications

Research on the Impact of Multi-channel Integration Quality on Customers’ Engagement Behavior

Research on the Impact of Multi-channel Integration Quality on Customers’ Engagement Behavior

ZMOT BRAND STORIES AS STIMULUS AND EFFECT ON PROSPECTIVE STUDENTS OF HEIs IN THE COVID-19 PANDEMIC ERA

Choosing Optimal Omnichannel Coupon Redeeming Options in Multiple Channel Settings

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