Multichannel integration along the customer journey: a systematic review and research agenda

Gao, Lily; Melero, Iguácel; Sesé, F. Javier

doi:10.1080/02642069.2019.1652600

Cited by 48 publications

(44 citation statements)

References 142 publications

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“…This view is also consistent with multichannel and CX literature, where it is commonly accepted that CX in one channel (e.g. online vs offline) may significantly impact people's attitude and adoption choices for other channels offered by a firm, over and above the mere presence and adoption by others of that channel (Gao et al, 2019;Liu et al, 2018). Similarly, research on service alliances and partnerships demonstrates that positive CXs with one service partner may result in beneficial gains for (un)related service partners as a positive spillover effect takes place (Bourdeau et al, 2007;Reimer and Folkes, 2009).…”

Section: Category Extensions In the Entertainment Industrysupporting

confidence: 87%

Intellectual property extensions in entertainment services: Marvel and DC comics

Buoye

Keyser

Gong

et al. 2020

JSM

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Purpose The purpose of this paper is to look into the topic of IP category extensions in an entertainment setting. The main goal of the study is to explore the reciprocal spillover effect of customer experience (CX) ratings with an intellectual property (IP) in one medium (i.e. film) on the sales of the same IP in other media (i.e. comic books). Design/methodology/approach The study is based on 21-years of monthly top 300 comic book direct market sales data linked to the release schedule and domestic box office gross figures for films featuring Marvel and DC comic book IP appearing in the weekly top 50 films over the same time period. The analysis is based on a hierarchical linear (i.e. mixed) model to account for the nested structure of the data. Findings The analysis reveals that CX ratings of weekly top 50 films featuring comic book IP have a quadratic relationship with comic book sales by the two major publishers. Films receiving very good but not excellent ratings are associated with the highest levels of incremental comic book sales. Research limitations/implications The model is based on sales of periodical comic books in the direct market only (i.e. specialty shops) and does not account for sales of digital comics or collected editions through other channels. The analysis is also limited to IP for the two major publishers (Marvel and DC comics). Originality/value This study expands current knowledge on CX spillover effects between different media, contributing to entertainment and CX-literature alike.

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Section: Category Extensions In the Entertainment Industrysupporting

confidence: 87%

Intellectual property extensions in entertainment services: Marvel and DC comics

Buoye

Keyser

Gong

et al. 2020

JSM

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“…In multichannel retailing, organizations that successfully deliver coherent customer experiences across channels through multichannel integration enjoy increased customer loyalty (Cao and Li, 2015; Zhang et al , 2018). The implementation of channel integration, defined as “the degree to which a retailer coordinates its multiple channels to create synergy for the firm and offer a seamless shopping experience to its customers” (Zhang et al , 2018, p. 183), is assumed to improve the interaction and cooperation between the different channels of the retailer and contributes to enhancing customer satisfaction (Frasquet and Miquel, 2017), but there is still a need for further research to understand how marketing mix integration across channels can be translated into favorable customer experience along the customer journey (Gao et al , 2020) and the drivers of consumer loyalty to the online store of the multichannel retailer (Melis et al , 2015; Singh and Rosengren, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

“…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). However, empirical research about the effects of perceived congruence on consumer decisions is still scarce (Bezes, 2013; Wu et al , 2018; Gao et al , 2020). Moreover, the relative importance of perceived congruence attributes to generate loyalty to the online store may differ across product categories and/or shopping values, in view of the evidence concluding that consumers tend to more loyal to a particular e-store when purchasing utilitarian products compared to hedonic products (Kushwaha and Shankar, 2013).…”

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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“…At this point, consumers have made a choice, and they need to validate their order and pay for it. Their objective is to optimize utility while reducing the cost of purchase (Gao et al, 2019). During the pandemic, payment has been a struggle for many.…”

Section: Covid-19 Induced Friction Points During Customer-retailer Interactionsmentioning

confidence: 99%

“…The delivery experience as well as the consumption experience determine repeated purchases, and therefore, consumer loyalty (Gao et al, 2019). The pandemic has created serious challenges in this stage of the customer journey due to supply chain disruptions that have resulted in shortages as well as delivery delays.…”

Section: Covid-19 Induced Friction Points During Customer-retailer Interactionsmentioning

confidence: 99%

The Digital Transformation of Retail During the Covid-19 Pandemic: A Comparative Study in Canada, China, And France

Nicolaï¹,

Grangé²

2020

The Impact of COVID-19 on E-Commerce

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This study invites scholars and practitioners to reflect on the digital transformation of retail throughout the year 2020. The COVID-19 pandemic has activated two countervailing forces particularly relevant to the dynamics of the retail sector. On the one hand, months-long lockdown and stay-at-home measures have boosted e-commerce transactions at the expense of brick-and-mortar sales. On the other hand, the pandemic has contributed to economic hardship, and drops in customer confidence and discretionary purchasing. Thus, 2020 has been a year where retailers have had to juggle between handling extraordinary challenges and embracing opportunities via digital innovations. Against this backdrop, we set out to better understand the nature and scale of retail actors' digital responses to the disruptions generated by the pandemic. Because these responses are likely to have been contingent on their socio-cultural and economic setting, we opted for a comparative study of the most salient initiatives in China, France, and Canada. This approach, which highlights the diversity of responses across countries, intends to broaden the spectrum of possibilities for decision-makers across the globe when it comes to leveraging digital technology in the retail sector.

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Multichannel integration along the customer journey: a systematic review and research agenda

Cited by 48 publications

References 142 publications

Intellectual property extensions in entertainment services: Marvel and DC comics

Intellectual property extensions in entertainment services: Marvel and DC comics

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

The Digital Transformation of Retail During the Covid-19 Pandemic: A Comparative Study in Canada, China, And France

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