Unravelling Consumer Responses to Omni-Channel Approach

Abstract

Retailers begin to create new channel systems to meet changing market environments and innovative information technologies. The growing consumer need and market demand for online sales mean that traditional retailers need to create new integration in their distribution system to serve customers through multiple channels. However, building a successful omni-channel system leads to many challenges. The challenges arise from which customer values perceived by customers. The overall understanding of consumers under the new retail environment is still missing in the literature, and this study conducts an empirical study to close the gap. The author investigates the impact of omni-channel characteristics on customer satisfaction in the context of today's retailing. The findings of this research indicate that although some characteristics of omnichannel have direct impacts on customer satisfaction, relationships between other omni-channel characteristics and customer satisfaction are not supported. Among the constructs, integrated promotion and integrated information access are found to be significant, whereas other constructs are not. Also, the relationship between customer satisfaction and the intention to revisit omni-channel is supported positively. These results raise the need to review the existing strategy and view of omni-channel from the customer's perspective.

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

“…Regarding data analysis, all the case studies are qualitative and used multiple data sources and analysed data using transcription, coding, theme generation and complemented the findings with the analysis of observations and secondary data. On the contrary, empirical survey‐based studies have majorly applied structural equation modelling as a primary data analysis method to analyse the linear relationship among selected variables (Dahl et al., 2019; Hallikainen et al, 2019; Hamouda, 2019; Jo et al., 2020, Kang, 2019; Lee, 2020; Li et al., 2018; Ma, 2017; Shen et al., 2018; Song et al., 2019b).…”

“…Studies in the affective dimension address emotions, evaluative judgements and opinions, which in the marketing context translate to factors such as satisfaction, loyalty, trust and perceived risk (Chitty et al., 2011). Consumers’ positive and negative emotions influence their perceived value and level of satisfaction (Alhabeeb, 2007; Hamouda, 2019; Lee, 2020; Murfield et al, 2017). Consumers feel satisfied when the performance of a product or service exceeds their expectations (Meesala & Paul, 2018).…”

Solving the location problem of front distribution center for omni-channel retailing

“…Prabhuram [38] also proposed that omni-channel is an integrated implementation process, which can seamlessly meet the needs and experiences of consumers in multiple channels such as physical stores, customer service centers, mail, online and mobile shopping applications. The omni-channel characteristics, such as collaborative promotion and comprehensive information access between multiple channels, had a significant impact on consumer satisfaction [23]. Therefore, consumption experience, consumption mode, intuitive feeling of a consumer toward a product, and feedback after purchase have a strong impact on consumers.…”

Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty

“…The authors of [15] demonstrated the existence of an influence between aspects of the marketing strategy and omni-channel consumer loyalty. In [16] it was reported that although certain characteristics of omni-channel retailing have direct impacts on customer satisfaction, there is no evidence to support any relationship between other omni-channel characteristics and customer satisfaction. Further research is, therefore, necessary to demonstrate the existence of a positive relationship between SV and customer satisfaction, as well as customer loyalty, in the omni-channel context [17].…”