Omnichannel retailing: does it empower consumers and influence patronage?

Malhotra, Gunjan; Arora, Vibha; Mukhopadhyay, Sandip

doi:10.1108/ijrdm-04-2021-0199

Cited by 26 publications

(25 citation statements)

References 81 publications

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“…Focusing our discussion on recent omnichannel literature, researchers have demonstrated that dimensions of online and offline channel integration have a positive impact on omnichannel shoppers’ impulse purchase behavior (Pereira et al , 2021), value co-creation like citizenship behavior (Natarajan and Veera Raghavan, 2023a), their stickiness intentions with store (Lin et al , 2022b) and subsequent patronage intentions (Lim et al , 2022). Researchers have also gone a step ahead to demonstrate how omnichannel capability impacts customer satisfaction through their sense of empowerment (Ürgüplü and Yumurtacı Hüseyinoğlu, 2021), subsequently, how patronage intentions are formed out of customer empowerment and satisfaction (Mishra et al , 2022).…”

Section: Discussionmentioning

confidence: 99%

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

Natarajan,

Veera Raghavan

2023

IJQSS

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Purpose Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested. Design/methodology/approach The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM. Findings The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store. Research limitations/implications The study is conducted in the Indian population, where omnichannel retailing is still nascent. Originality/value This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

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Section: Discussionmentioning

confidence: 99%

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

Natarajan,

Veera Raghavan

2023

IJQSS

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“…Though past literature has focused on the channel integration quality and the multi-channel service quality as a whole, no study, to the best of our knowledge, addressed the offline pickup service quality of the omnichannel retailers impacting the BOPIS users' behavioral responses. By focusing on offline in-store pickup service quality in omnichannel retail context, this study differs from the past investigations in omnichannel retail that mainly focused on customers' perceived channel integration Zhang et al, 2018), cross-channel integration (Mishra et al, 2022) and omnichannel integration quality (Lee et al, 2019;Lin et al, 2022;Zhang et al, 2019) as a whole.…”

Section: Theoretical Implicationsmentioning

confidence: 93%

“…By focusing on offline in-store pickup service quality in omnichannel retail context, this study differs from the past investigations in omnichannel retail that mainly focused on customers' perceived channel integration (Lim et al , 2022; Zhang et al. , 2018), cross-channel integration (Mishra et al. , 2022) and omnichannel integration quality (Lee et al.…”

Section: Theoretical Implicationsmentioning

confidence: 95%

Does pickup service quality explain buy online pickup in-store service user's citizenship behavior? Moderating role of product categories and gender

Natarajan

Raghavan²,

Jayapal³

2023

TQM

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PurposeBuilding on stimulus organism response theory, the current study examines the influence of pickup service quality of buy online, pickup in-store (BOPIS) service on the BOPIS users' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the proposed relationships against boundary conditions, product categories and gender.Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. It was conducted using data collected from 401 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi-group analysis (PLS-MGA).FindingsThe results indicate that pickup service quality in BOPIS positively impacts all the dimensions of relationship quality of the BOPIS users. Satisfaction and commitment directly affect CCB. However, trust impacts CCB indirectly through commitment. The moderating effect of the product category purchased and gender on specified relationships was tested. Results revealed the impact of pickup service quality on BOPIS users' trust and commitment differed across product categories. More impact was seen among users who purchased shopping and specialty goods. The study also found that trust-driven citizenship behavior was seen more among female BOPIS users when compared to males.Research limitations/implicationsThe study is carried out on the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the gap to investigate the value co-creation behavior (CCB) in the omnichannel retail context among BOPIS users. This study is the first to show that in-store pickup service quality in BOPIS might affect customer citizenship behavior through relationship quality dimensions, assessed against boundary conditions such as the product category and BOPIS user gender.

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“…The Chinese retailer Suning, for example, has been taking strides to synchronize products, prices and services between its online and offline channels. Current studies have explored the influence of omni-channel stimuli on consumers' behavior (Mishra et al, 2020), including purchase intention (Mishra et al, 2022;Zhang et al, 2018), customer retention (Fang et al, 2021;Gao et al, 2021;Li et al, 2018) and repurchase intention (Lee et al, 2019). However, limited attention has been paid to The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0959-0552.htm the overall brand in omni-channel retailing.…”

Section: Introductionmentioning

confidence: 99%

Does cross-channel consistency always create brand loyalty in omni-channel retailing?

Liu,

Liu

2023

IJRDM

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PurposeResearch to date has yet to reach a consensus regarding the role of cross-channel consistency in omni-channel retailing. Therefore, this study aims to clarify the impact of cross-channel consistency on brand trust and loyalty by differentiating four dimensions of consistency (i.e. product, service, price and promotion consistency) and exploring the moderating roles of showrooming and webrooming motivation in these relationships.Design/methodology/approachA survey method is used to collect data. A total of 550 valid responses were obtained from multi-channel apparel brands' customers. Hypotheses were tested by employing structural equation modeling and hierarchical multiple regression analysis.FindingsThe results indicate that product and service consistency positively influence brand loyalty via brand trust, whereas price and promotion consistency do not. Furthermore, showrooming motivation negatively moderates the effects of service, price and promotion consistency on brand trust, while webrooming motivation positively moderates the effects of product, price and promotion consistency on brand trust.Originality/valueThis study contributes to the omni-channel retailing literature by examining the effects of different dimensions of cross-channel consistency and the moderating roles of showrooming and webrooming motivation to unravel the contradictions of previous studies. It reveals both the beneficial and dark sides of cross-channel consistency. It also extends the knowledge of brand building and cross-channel behavior in omni-channel retailing.

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Omnichannel retailing: does it empower consumers and influence patronage?

Cited by 26 publications

References 81 publications

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

Does pickup service quality explain buy online pickup in-store service user's citizenship behavior? Moderating role of product categories and gender

Does cross-channel consistency always create brand loyalty in omni-channel retailing?

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