Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing

Hossain, Tasnim M. Taufique; Akter, Shahriar; Kattiyapornpong, Uraiporn; Dwivedi, Yogesh K.

doi:10.1016/j.indmarman.2019.12.006

Cited by 157 publications

(172 citation statements)

References 101 publications

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“…Second, there is a growing interest in investigating consumer motivation, trust, preference, value and fear in the omnichannel retailing setting, with theories such as commitment‐trust theory (Xu & Jackson, 2019a), situated cognition theory (Hilken et al., 2018), self‐determination theory (Zhang et al., 2018b), and formal disappointment theory (Du et al(2018) employed to decipher these issues. Third, the firm‐based studies in omnichannel retailing entice researchers to explain decisions that are specific to supply chain and logistics through different theoretical lenses, including dynamic capability theory (Hossain et al., 2020; Hüseyinoğlu et al., 2018) and extended regret theory (Chen et al., 2018a).…”

Section: Research Findings and Analysismentioning

confidence: 99%

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Mishra

Singh

Köles

2020

Int J Consumer Studies

250

255

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The emergence of omnichannel retailing has revolutionized the way traditional e‐commerce business operates, subsequently bringing fundamental changes to consumer expectations and decision‐making processes. Despite the unquestionable relevance of this area of inquiry, the focal literature concerning omnichannel retailing remains sporadic and fragmented. With this in mind, the purpose of the current paper is to provide a comprehensive and concise state of the art literature review on omnichannel retailing. More specifically, we engage and draw upon the cognitive‐affective‐conative model to understand consumer behaviour within the omnichannel retailing context. The current study is built based on a review of total 131 research papers that were identified following a comprehensive search of the Web of Science database, capturing the time period between January 2011 and April 2020. This set of work was reviewed thoroughly to explore the aims, methodology and key contributions. In addition to engaging a systematic assessment and rigorous evaluation of the studies, we also extend literature by studying the relationship between omnichannel retailing and consumer decision making, with specific attention to consumer motivation, attitude and behaviour towards omnichannel retailing. Previous studies suggest consumer behaviour in omnichannel retailing to be a promising yet underexplored area with several potential avenues for future research. Among these, particularly lucrative directions include theory‐driven research, comparative cross‐cultural studies and qualitative approaches that capture rich first‐hand accounts of consumer decision‐making encounters. The current paper is timely and advantageous because it offers a holistic picture of omnichannel retailing research and provides literature‐driven evidence about a range of relevant consumer behavioural dimensions. It also integrates consumer responses using the cognitive‐affective‐conative model to advance our understanding of consumer decision‐making in the omnichannel customer journey. Recommendations for future research are provided using the Theory, Methodology and Context (TMC) framework. We conclude the paper by discussing implications for academics and practitioners.

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Section: Research Findings and Analysismentioning

confidence: 99%

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Mishra

Singh

Köles

2020

Int J Consumer Studies

250

255

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“…For the online channel, optimization through tools such as SEO remains a challenge and a better understanding of how such tools and advertisement (still) plays a role continues to be important. While most B2B managers consider the firm's own website as instrumental in their marketing strategy, this is rudimentary and multichannel capabilities are also a top priority for the future (ct. Hossain, Akter, Kattiyapornpong, & Dwivedi, 2020).…”

Section: Channelsmentioning

confidence: 99%

The digital marketing capabilities gap

Herhausen

Miočević

Morgan

et al. 2020

Industrial Marketing Management

160

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“…Based on this finding, they suggested that retailers should use multiple touchpoints simultaneously to enhance their overall customer's omni-channel experience. Hossain et al [15] conducted an empirical study based on focus group interviews and a questionnaire survey of Australians to examine the influence of the integration quality within all different multi-channels on the customer's cross-buying behavior.…”

Section: Literature Reviewmentioning

confidence: 99%

Exploring Omni-Channels for Customer-Centric e-Tailing

Min

2021

Logistics

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In this volatile post-COVID environment where customers look for ways to order products online using personal computers and mobile devices, a traditional sale/delivery of products via single distribution channel needs to be reassessed. As a revolutionary alternative to a conventional distribution channel, this paper proposes an omni-channel strategy. The omni-channel aims to maximize the customer shopping experience by diversifying and integrating the product purchase and delivery media through customer engagement. The omni-channel also facilitates the sales of products by allowing customers to seamlessly interact with retailers across the multiple channels such as websites, social media, brick-and-mortar stores, kiosks, call centers, and the like. Since the transformation of product sale, purchase, and delivery processes requires a new business mindset and innovative strategic initiatives, this paper sheds light on potential challenges and opportunities of implementing the omni-channel strategy, while identifying key success factors for the application of the omni-channel concept to e-tailing.

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Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing

Cited by 157 publications

References 101 publications

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

Consumer decision‐making in omnichannel retailing: Literature review and future research agenda

The digital marketing capabilities gap

Exploring Omni-Channels for Customer-Centric e-Tailing

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