Does Service Quality Perception in Omnichannel Retailing Matter? A Systematic Review and Agenda for Future Research

Akter, Shahriar; Hossain, Muhammad Ismail; Lu, Steven; Aditya, Sutapa; Hossain, Tasnim M. Taufique; Kattiyapornpong, Uraiporn

doi:10.1007/978-3-319-98273-1_4

Cited by 31 publications

(39 citation statements)

References 59 publications

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“…However, with very few exceptions (Patten & Ozuem, 2017;Saghiri, Wilding, Mena, & Bourlakis, 2017;Wolk & Ebling, 2010), researchers have failed to conceptualise the complex and discrete purchasing patterns of so-called multichannel customers when they switch channels and devices several times during a single purchasing process. These customers have been hitherto conceptualised as a homogeneous group exhibiting a generally linear purchasing behaviour (Agatz, Fleischmann, & Van Nunen, 2008;Akter et al, 2018;Xing, Grant, McKinnon, & Fernie, 2010). In this context, the terms 'cross-channel' and 'omni-channel' have augmented the terminology of 'multichannel' retailing.…”

Section: Multichannel Retailingmentioning

confidence: 99%

“…Kim & Stoel, 2004, p. 110). In the context of multichannel retailing, evaluating and understanding service quality has become increasingly popular and valued by both academics and practitioners (Akter et al, 2018;Blázquez, 2014;Hult, Tomas, & Zhang, 2019;Pantano & Viassone, 2015). Five common features of services among different industries have been identified as processes in relevant literature.…”

Section: Multichannel Retailingmentioning

confidence: 99%

“…The majority of service quality research can be considered customer-centred (Akter et al, 2018;Parasuraman, Zeithaml, & Malhorta, 2005;Van Birgelen, De Jong, & Ruyter, 2006).…”

Section: Multichannel Retailingmentioning

confidence: 99%

“…However, the academic debate around how to conceptualise service quality has not yet been fully resolved. Some researchers evaluate service quality based on the disconfirmation paradigm; that is, as a gap between the expected (desired) service and perceived service (Akter et al, 2018;Carr, 2007;Dabholkar, Thorpe, & Rentz, 1996). Others apply a performance-only approach (Cronin & Taylor, 1992;Martinez & Martinez, 2010).…”

Section: Multichannel Retailingmentioning

confidence: 99%

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Service quality in multichannel fashion retailing: an exploratory study

Patten

Ozuem

Howell

2020

ITP

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Purpose Consumer purchasing behaviour has changed substantially in the light of recent developments in E-commerce. So-called “multichannel customers” tend to switch retail channels during the purchasing process. In order to address changing consumer behaviour, multichannel fashion retailing companies must continue to learn how to provide excellent service to such customers. The purpose of this paper is to contribute to the interpretation of multichannel service quality by explaining it from the perspective of the so-called “multichannel customers”. Design/methodology/approach Drawing on social influence theory, this paper aims to investigate these issues from the perspective of multichannel customers. In contrast with dualist and objectivist studies, this paper uses a constructivist epistemology and ethnographic methodology. Such an approach is associated with an interpretivist ontological worldview, which postulates the existence of “multiple realities”. The sample size for this research consisted of 34 in-depth interviews and 2 focus groups comprising 10 focus group participants. Findings The data analysis fundamentally found that multichannel customers tended to continually adjust choices regarding retailer and retail ckhannel when making purchases. The perspective of this paper is different from mainstream positivist service quality research which sees service quality as static, objectively measurable and dualistic. As an alternative, this paper acknowledges service quality as a dynamic, subjective and pluralistic phenomenon. Originality/value This paper contributes to the interpretation of multichannel service quality with a new concept that explains the phenomenon from the perspective of customers and thus considers it necessary for multichannel retailers to adopt strategies relating to customers’ changing behaviour.

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Section: Multichannel Retailingmentioning

confidence: 99%

Section: Multichannel Retailingmentioning

confidence: 99%

“…The majority of service quality research can be considered customer-centred (Akter et al, 2018;Parasuraman, Zeithaml, & Malhorta, 2005;Van Birgelen, De Jong, & Ruyter, 2006).…”

Section: Multichannel Retailingmentioning

confidence: 99%

Section: Multichannel Retailingmentioning

confidence: 99%

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Service quality in multichannel fashion retailing: an exploratory study

Patten

Ozuem

Howell

2020

ITP

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“…Personalization is effective in the current environment as organizations have access to large volume of data on customer's purchase behaviour, website browsing, and preferences that can be analysed to create customer profiles (Liu-Thompkins, 2019;Schreiner, Rese & Baier, 2019;Shanahan, Tran & Taylor, 2019;Strycharz, van Noort, Helberger & Smit, 2019). Similarly, omni-channeling or multi-channel integration is increasingly being investigated to manage consumers' expectations and explain behavioural outcomes, such as purchase intention, loyalty and satisfaction (Akter, Hossain, Lu, Aditya, Hossain & Kattiyapornpong, 2019;Herhausen, Binder, Schoegel & Herrmann, 2015;Huré , Picot-Coupey & Ackermann, 2017;Lee, Chan, Chong & Thadani, 2018;Shareef, Dwivedi & Kumar, 2016;Shen, Li, Sun & Wang, 2018;Verhoef, Kannan, & Inman, 2015;Yurova, Rippé , Weisfeld-Spolter, Sussan & Arndt, 2017).…”

Section: Brief Review Of Recent Marketing Literaturementioning

confidence: 99%

Editorial – Ten Trends Shaping the Future of Marketing: Considerations for the Academics

Ting¹,

Fam²,

Chan³

et al. 2019

AJBR

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This Editorial provides a bird's-eye view of ten current marketing trends based on business magazines available online and reviews articles published in top marketing journals. Its intent is to highlight the need for academics and researchers to observe the real world and learn about the pertinent issues in the industry and the community. We found that authors or researchers who published in top journals are acquainted to societal issues and development. While the rigor of research in the theoretical and methodological aspects is unequivocally upheld, the relevance of the study to the populations concerned is evident. As such industrial learning and engagement as well as the convergence of knowledge and resources between academia and industry will likely enhance the academics' idea generation, problem formulation and ultimately the impact validity of their publications.

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Smartphones and Digital Customer’s Journey

Appiah,

Watson

2024

Digital Transformation for Fashion and Luxury Brands

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Does Service Quality Perception in Omnichannel Retailing Matter? A Systematic Review and Agenda for Future Research

Cited by 31 publications

References 59 publications

Service quality in multichannel fashion retailing: an exploratory study

Service quality in multichannel fashion retailing: an exploratory study

Editorial – Ten Trends Shaping the Future of Marketing: Considerations for the Academics

Smartphones and Digital Customer’s Journey

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