Service integration in omnichannel retailing and its impact on customer experience

PurposeThis research studies what full channel integration means for customers, how channels should be combined so that this integration is perceived by customers and whether a retailer under study can act on the same channel attributes regardless of the type of customer.Design/methodology/approachThe research design uses an online survey of a full sample of 1,015 multichannel buyers, extracted from the behavioral databases of a French specialized retailer. This full sample is segmented into four sub-samples. The data are treated with backward multiple linear regressions.FindingsBased on research in marketing and psychology, this study conceptually demonstrates that integrated interactions perceived by consumers are the outcome of a judgment of congruence that seek to build relationships between them in order to combine them better. Testing three hypotheses, the empirical study shows that channel integration is a psychological process: cumulative (individuals incorporate the information provided by the different channels rather than comparing them), selective (customers never take into account all the attributes of the channels) and subjective (the channel image attributes taken into account differ in number and quality from one type of customer to another).Originality/valueContrary to what the literature assumes, without ever demonstrating it, full integration does not imply that the retailer in question homogenizes or even matches up all the attributes of its channels. The retailer is thus able to act on attributes that promote this integration, while being relatively free to cultivate the incongruence of other attributes more likely to smoothly guide customers to a particular channel – in other words, a path midway between cross-channel and omnichannel.

Section: From the Quality Of Channel Integration To Integrated Interactionsmentioning

confidence: 99%

At the source of integrated interactions across channels

Bèzes

2021

“…It focuses on customer awareness about channels and provides information on which channel services are available in OCR (Shi et al , 2020). Additionally, CST reduces consumer's concerns about prices, services, product availability and product reviews during the shopping experience, and increases their satisfaction (Rose et al , 2012) by ensuring content and process consistency (Shen et al , 2018); thereby, it has a positive impact on consumer's shopping experiences (Quach et al , 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The mediating effect of consumer empowerment in omni-channel retailing

Ürgüplü¹,

Hüseyinoğlu²

2021

PurposeThe purpose of this study is to explore the impact of omni-channel capability (OCC) and consumer empowerment (CE) on customer satisfaction (CS).Design/methodology/approachA paper-based questionnaire was employed to analyse the role of CE in omni-channel retailing (OCR) by using structural equation modelling. Based on the Stimuli-Organism-Response (S-O-R) framework, this research aims to explore how OCC (S) impacts CE (O) and then leads to CS (R) in consumers who had previously used both the online and physical channels of a retailer.FindingsThe findings supported the impact of OCC on CE, and in turn, the impact of CE on CS. The results reveal a partial mediation by CE in the effect of OCC on CS. Additionally, channel service transparency (CST) moderates the relationship between CE and CS.Practical implicationsThe findings reveal partial mediator role of CE and the moderator role of CST in OCR. The study draws attention to the increasing role of CE and CST in OCR. To enhance CS, retailers should focus on OCC, CE and CST.Originality/valueA new model was validated, hypothesized from S-O-R framework. This extended the knowledge on CE in OCR.

“…Extant studies covering the omnichannel experience have primarily been exploratory and qualitative (Ieva and Ziliani, 2018;Picot-Coupey et al, 2016). However, the mechanism of seamless customer experience has not been fully explored (Shi et al, 2020), especially its impact on the customers' behavioral outcomes is still unclear (Quach et al, 2020). Therefore, it is crucial to examine the customers' perceptions and expectations of an omnichannel experience.…”

Section: Omnichannel Retailing 229mentioning

confidence: 99%

Omnichannel retailing: does it empower consumers and influence patronage?

Malhotra

Arora

Mukhopadhyay

2021

PurposeThis study analyzes how omnichannel integration influences customer patronage intention, highlighting the moderation effect of consumer service experience consciousness. Additionally, it also examines the sequential mediating role of consumer empowerment and satisfaction.Design/methodology/approachThis study uses a survey method to collect data from 336 young Indian consumers, having experienced omnichannel retailing. Data were analyzed using SPSS PROCESS macro to examine both the mediating and moderated relationships.FindingsThe results confirm that a customers' perceived online–offline channel integration increases their patronage intention directly and through the mediating role of consumer empowerment and satisfaction. Additionally, as a moderator, consumer service experience consciousness does not necessarily impact consumer patronage interest through the mediating role of consumer empowerment. Nevertheless, it does have a negative impact through the mediating role of consumer satisfaction.Practical implicationsThis study provides insights into designing online–offline retailing integration, based upon which, proposes several recommendations for increasing customer satisfaction and patronage intention.Originality/valueTo the best of the authors' knowledge, this is among the first studies to highlight the theory of consumer empowerment in the context of omnichannel retailing. Thus, it contributes to the extant literature on omnichannel retailing while investigating the moderating role of consumer service experience consciousness.