Integration process in multichannel management: from consumer decisions to supply chain strategy

Jeanpert, Sophie; Paché, Gilles

doi:10.1080/16258312.2016.1238165

Cited by 5 publications

(2 citation statements)

References 92 publications

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“…In multi-channel systems, it is essential to maintain and make rational use of the knowledge base of customers across channels [84]. End-customer satisfaction is a result of, among other things, the level of logistics service offered by LSPs to network participants [2].…”

Section: Logistics Operator In Multi-channelsmentioning

confidence: 99%

The Role of the Logistics Operator in the Network Coordination of Omni-Channels

Kramarz,

Kmiecik

2024

Applied Sciences

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This research aims to bridge a critical gap within the realm of logistics coordination, specifically targeted at bolstering the coordination of flows in omni-channels. The outcome of this study culminates in the creation of a comprehensive tool for evaluating logistics operators, discerning those who exhibit supreme proficiency in orchestrating network dynamics within omni-channel contexts. To fulfil the objectives of this paper and elucidate pertinent research inquiries, an exhaustive literature review is coupled with meticulous scrutiny of the SCOPUS database via the advanced VOSviewer 1.6.20 software. The research delineates an array of coordination mechanisms accessible to logistics operators, which can be judiciously tailored as a bespoke fusion of market-driven, social, hierarchical, and logistical coordination tactics. These mechanisms expand upon antecedent investigations, encompassing both network coordination paradigms and the pivotal role of logistics operators within omni-channel frameworks. Experts assessed that forecasting network flows is the most significant element in logistical coordination, receiving a weight of 0.1312, while managing network participants’ resources from the logistics operator level received a weight of 0.1148. A tangible contribution to the academic discourse transpires as we introduce a pioneering tool meticulously designed for stakeholders entrenched in omni-channel distribution networks. Termed the ‘Multicriteria Assessment Sheet for Evaluating the Coordination Competence of Logistics Operators within Omni-channel Systems,’ this instrument augments the scholarly landscape.

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Section: Logistics Operator In Multi-channelsmentioning

confidence: 99%

The Role of the Logistics Operator in the Network Coordination of Omni-Channels

Kramarz,

Kmiecik

2024

Applied Sciences

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“…To guarantee customer loyalty to the online store, the importance of understanding consumer behavior from an integrated multichannel perspective becomes particularly relevant (Jeanpert and Paché, 2016; Neslin and Shankar, 2009; Shareff et al ., 2016) and a major research stream within the multichannel literature (Verhoef et al , 2015). In particular, congruence between the offline and the online stores, in terms of beliefs across different attributes and dimensions (Bezes, 2013), has been identified as an important research topic in multichannel marketing (Gabisch and Gwebu, 2011) to build a seamless experience across channels and along all the customer decision journey (Lemon and Verhoef, 2016).…”

Section: Introductionmentioning

confidence: 99%

Can offline–online congruence explain online loyalty in electronic commerce?

Ruiz‐Molina

Gómez-Borja

Mollá‐Descals

2021

IJRDM

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PurposeOne key issue to be addressed in multichannel retailing strategies has to do with ensuring the consistency of the retailer offerings between the brick-and-mortar and the online stores to offer their customers a seamless experience. This study assesses whether perceived congruence may be relevant to identify segments of heterogeneous based on their online loyalty levels as well as other constructs and variables related to the customer relationship with the retailer for two different product categories.Design/methodology/approachFrom the responses of apparel and electronics multichannel shoppers to an online survey, a CHAID algorithm was performed to identify the most relevant congruence attribute(s) perceived by customers for predicting their loyalty levels toward the online store.FindingsThe results have allowed the identification of five segments of online shoppers, both for apparel and for electronics retailing, so that customers showing the highest scores in all congruence attributes also showed a higher loyalty toward the online store.Research limitations/implicationsThis study presents a first insight into the link between perceived congruence and online loyalty in retailing using a CHAID segmentation-based approach by differentiating various dimensions of perceived congruence for two product categories.Practical implicationsThe results obtained allow for inferring a series of strategies and actions that retailers can adopt for improving perceived congruence between physical and online stores along with a series of dimensions, and ultimately, increase online loyalty.Originality/valueAs the interest of the literature on perceived congruence between offline and online stores is relatively recent, this exploratory research contributes to shedding light on the implications of specific congruence dimensions between the offline and the online store in terms of consumer online loyalty in all multicategory setting.

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