Cross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness

Li, Ruizhi; Yang, Li; Liu, Hefu; Huang, Qian

doi:10.24251/hicss.2019.569

Cited by 7 publications

(9 citation statements)

References 43 publications

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“…Second, with the exception of Badrinarayanan et al (2012) and Shen et al (2018), who respectively evaluate the congruence of channels and the consistency of content and process on the basis of reflective global constructs, almost all studies measure the congruence of content or process from the various channel image dimensions assumed to constitute it: congruent offers, congruence of prices and special offers, congruence of service, other links between the different channels and so on (Lee and Kim, 2010;Badrinarayanan et al, 2014;Frasquet and Miquel, 2017;Hur e et al, 2017;Zhang et al, 2018;Lee et al, 2019;Li et al, 2019;Le and Nguyen-Le, 2020).…”

Section: From Integrated Interactions To the Perceived Congruence Of Channelsmentioning

confidence: 99%

At the source of integrated interactions across channels

Bèzes

2021

IJRDM

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PurposeThis research studies what full channel integration means for customers, how channels should be combined so that this integration is perceived by customers and whether a retailer under study can act on the same channel attributes regardless of the type of customer.Design/methodology/approachThe research design uses an online survey of a full sample of 1,015 multichannel buyers, extracted from the behavioral databases of a French specialized retailer. This full sample is segmented into four sub-samples. The data are treated with backward multiple linear regressions.FindingsBased on research in marketing and psychology, this study conceptually demonstrates that integrated interactions perceived by consumers are the outcome of a judgment of congruence that seek to build relationships between them in order to combine them better. Testing three hypotheses, the empirical study shows that channel integration is a psychological process: cumulative (individuals incorporate the information provided by the different channels rather than comparing them), selective (customers never take into account all the attributes of the channels) and subjective (the channel image attributes taken into account differ in number and quality from one type of customer to another).Originality/valueContrary to what the literature assumes, without ever demonstrating it, full integration does not imply that the retailer in question homogenizes or even matches up all the attributes of its channels. The retailer is thus able to act on attributes that promote this integration, while being relatively free to cultivate the incongruence of other attributes more likely to smoothly guide customers to a particular channel – in other words, a path midway between cross-channel and omnichannel.

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Section: From Integrated Interactions To the Perceived Congruence Of Channelsmentioning

confidence: 99%

At the source of integrated interactions across channels

Bèzes

2021

IJRDM

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“…Customer rely on the retailer's image against the confusions for purchase decisions and it reduces others factors associated with decision making process (e.g. CCI) (Li et al, 2019) For example, when the seller's image is high, customers tends to prefer that retailer which can increase customer's retention. Conversely when the retailer's image is low customers are reluctant to buy (Hansen et al, 2013;R.…”

Section: Retailer Identity Attractiveness and Customer Retentionmentioning

confidence: 99%

“…CCI) (Li et al, 2019) For example, when the seller's image is high, customers tends to prefer that retailer which can increase customer's retention. Conversely when the retailer's image is low customers are reluctant to buy (Hansen et al, 2013;R. Li et al, 2019).…”

Section: Retailer Identity Attractiveness and Customer Retentionmentioning

confidence: 99%

Unveiling The Significance of Omnichannel: Exploring The Impact Of Retailer's Identity Attractiveness On Customer Retention

Saleha Waqar Butt,

Alia Ahmed

2023

International Journal of Social Science Entrepreneurship

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Grounded in the Push-Pull-Mooring (PPM) theory of migration, this study employs the PPM model as a pivotal framework to investigate the dynamics of omnichannel retailing. The primary aim is to advance our understanding of omnichannel strategies and their role in fostering a strong customer base to promote customer retention. This research explores the autonomous components of omnichannel, with specific emphasis on the intervening factor of Pull, which is represented by the concept of "Retailer's Identity Attractiveness." The findings of this study highlight a positive correlation between omnichannel practices and customer retention, emphasizing how systematic employment of omnichannel strategies can lead to increased sales profitability and enriched shopping experiences. Furthermore, our investigation reveals that "Retailer's Identity Attractiveness" acts as a mediator, offering partial insights into the impact of omnichannel strategies on customer retention. In summary, this research illuminates how retailers can harness omnichannel approaches and the appeal of their identity to proficiently sustain and expand their customer base.

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“…Despite the great benefits delivered by omnichannel services, perceived risks or concerns of private rights might cause customers to delay omnichannel service usage. Many online transactions are stopped by customers when their individual information is shared and misused without their permission (Li et al ., 2019). Consequently, there is a need to further investigate the effects of omnichannel retailing on consumer trust in the banking sector.…”

Section: Introductionmentioning

confidence: 99%

“…In this approach, prior literature has acknowledged channel integration quality (Zhang et al ., 2018; Cheah et al ., 2020; Lee et al ., 2019) and perceived fluency (Shen et al ., 2018; Mainardes et al ., 2020), as two determinants of omnichannel business success. Furthermore, assurance quality, which refers to the extent of security and privacy, is another noteworthy factor because of the increasing attention toward the safety of multichannel systems in financial activities (Li et al ., 2019; Cheah et al ., 2020). Hence, integration quality, perceived fluency and assurance quality should be treated as the critical enablers of omnichannel banking.…”

Section: Introductionmentioning

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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Cross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness

Cited by 7 publications

References 43 publications

At the source of integrated interactions across channels

At the source of integrated interactions across channels

Unveiling The Significance of Omnichannel: Exploring The Impact Of Retailer's Identity Attractiveness On Customer Retention

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

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