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1 – 10 of 1000Yang Li, Jie Fang, Shuai Yuan and Zhao Cai
This study aims to examine whether customer trust is influenced by the congruence and incongruence between customers' perceptions of two types of omnichannel integration—perceived…
Abstract
Purpose
This study aims to examine whether customer trust is influenced by the congruence and incongruence between customers' perceptions of two types of omnichannel integration—perceived transactional integration (PTI) and perceived relational integration (PRI). The authors further considered the perceived effectiveness of e-commerce institutional mechanisms (PEEIM) as the boundary condition of omnichannel integration's effect.
Design/methodology/approach
Drawing upon the stereotype content model, this study hypothesizes the influences of PTI and PRI on customer trust wherein PEEIM moderates the relationships. The research model was empirically examined based on the responses surface analysis of survey data collected from 311 omnichannel customers.
Findings
Results showed that when PTI and PRI are congruent, customers are inclined to trust brands that have high levels of PTI and PRI rather than low levels of PTI and PRI. Moreover, the incongruence between PTI and PRI is positively related to customer trust. PEEIM was found to weaken the congruence effect while strengthening the incongruence effect. The authors also examined customer distrust as another relational outcome to provide a robust check.
Originality/value
This study uncovers customer cognition of omnichannel integration and examines the influences on customer trust, therefore contributing to our understanding of omnichannel integration's effect from the customer perspective. Findings from this research provide insights for brand managers on deploying channel integration strategies and institutional mechanisms to manage customer trust.
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Sheng-Wei Lin, Eugenia Y. Huang and Kai-Teng Cheng
This study employed the commitment–trust theory in social psychology and relationship marketing to explore female customers' perception of channel integration quality in…
Abstract
Purpose
This study employed the commitment–trust theory in social psychology and relationship marketing to explore female customers' perception of channel integration quality in omnichannel retailing and its influence on their relationship commitment to and trust in the relationship with retailers, and thus on their stickiness. Channel integration quality consists of two dimensions: channel service configuration (channel choice breadth and channel service transparency) and integrated interactions (content consistency, process consistency and perceived fluency).
Design/methodology/approach
The study was carried out via a questionnaire survey, to which 868 valid responses were collected. The partial least squares technique was used to test the hypotheses.
Findings
Channel service transparency and perceived fluency influence relationship commitment; content consistency, process consistency and perceived fluency all have significant effects on trust. Interestingly, although less influential than integrated interactions, channel service configuration is the foundation of channel integration quality, testifying to its significant role.
Originality/value
This study provides strong evidence on how channel integration quality affects customer stickiness. Moreover, this study replicates the finding of significant relationships among relationship commitment, trust and stickiness in omnichannel retailing.
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Yang Li, Ran Tan and Xiang Gong
This study aims to investigate the psychological mediating mechanisms through which omnichannel integration affects customer word-of-mouth (WOM) behaviors in omnichannel retailing.
Abstract
Purpose
This study aims to investigate the psychological mediating mechanisms through which omnichannel integration affects customer word-of-mouth (WOM) behaviors in omnichannel retailing.
Design/methodology/approach
Guided by prior omnichannel retailing studies, the authors identify taxonomy of customer WOM behaviors with three archetypes, namely, face-to-face WOM, online store WOM, and social media WOM. Then, the authors draw on social exchange theory (SET) to explain how omnichannel integration influences customer WOM behaviors through the mediating roles of perceived personal preference fit and perceived social relatedness. The authors empirically tested the model using structural equation modeling and multiple mediation analysis with a field survey of 335 omnichannel customers.
Findings
Perceived personal preference fit positively influences face-to-face WOM and social media WOM, whereas perceived social relatedness is positively associated with face-to-face WOM, online store WOM, and social media WOM. Furthermore, transactional integration and relational integration positively affect perceived personal preference fit, whereas relational integration has a positive effect on perceived social relatedness. Finally, perceived personal preference fit mediates the effects of transactional integration and relational integration on face-to-face WOM and social media WOM. Perceived social relatedness mediates the effects of relational integration on face-to-face WOM, online store WOM, and social media WOM.
Originality/value
The authors' study advances the omnichannel retailing literature by proposing a taxonomy of customer WOM behaviors in omnichannel retailing and identifying the mediating mechanisms through which omnichannel integration influences customer WOM behaviors.
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Yang Li, Xianbao Huang and Kai Zhang
Although past studies have suggested that business-to-business (B2B) interfirm relationship management contributes to a firm’s omnichannel integration, little research has been…
Abstract
Purpose
Although past studies have suggested that business-to-business (B2B) interfirm relationship management contributes to a firm’s omnichannel integration, little research has been undertaken to reveal how that happens. This study aims to draw upon the relational view to propose a research model that associates interfirm information technology (IT) capability and interfirm trust with omnichannel integration through interfirm integration (i.e. authority integration and cooperative integration). Furthermore, this work considers a firm’s channel usage variety as the boundary condition of the interfirm integration’s influence.
Design/methodology/approach
The research model was examined using a seemingly unrelated regression of archival data and matched a survey of 324 Chinese omnichannel firms.
Findings
Interfirm IT capability positively relates to authority integration, and interfirm trust positively relates to cooperative integration. Authority integration and cooperative integration are both positively associated with omnichannel integration. A high level of channel usage variety strengthens the relationship between cooperative integration and omnichannel integration.
Originality/value
Prior literature has called for research on the factors influencing omnichannel integration within a B2B setting. This study answers this research call by examining interfirm IT capability, interfirm trust and interfirm integration as factors associated with omnichannel integration. This work also examines how channel usage variety regulates the relationship between interfirm integration and omnichannel integration.
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Thamaraiselvan Natarajan, Deepak Ramanan Veera Raghavan and Jegan Jayapal
Building on stimulus organism response theory, the current study examines the influence of channel integration quality dimensions (channel service configuration and integrated…
Abstract
Purpose
Building on stimulus organism response theory, the current study examines the influence of channel integration quality dimensions (channel service configuration and integrated interactions) on the omnichannel retail store's shoppers' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the relationships proposed against boundary conditions, the number of channels used during the purchase and gender.
Design/methodology/approach
The research is descriptive, quantitative and cross-sectional investigation. It was conducted using data from 451 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM and PLS-MGA.
Findings
The results indicate that channel service configuration positively impact the dimensions of relationship quality of the omnichannel shoppers. However, integrated interactions influence trust and commitment directly but affect satisfaction indirectly through trust. Subsequently, relationship quality significantly explains CCB. The model results show r2 = 0.402 for CCB; that is, 40.2% of CCB is explained by channel integration and relationship quality. The moderating effect of the number of purchase channels used and gender on all proposed relationships were tested. PLS-MGA results revealed channel service configuration led to shopper commitment, subsequently impacting CCB. The effect was more among shoppers who used more than 2 channels. The impact of channel service configuration on commitment was seen more among female shoppers. Male and female shoppers exhibited satisfaction-driven and trust-driven citizenship behavior, respectively.
Research limitations/implications
The study is carried out in the Indian population, where omnichannel retailing is still in the nascent stage.
Originality/value
This is the first study to demonstrate channel integration quality may influence customer citizenship behavior through relationship quality dimensions, tested against boundary conditions, the number of channels used during the purchase and gender. The findings from this research would help retail store managers design their omnichannel operations to encourage firm-beneficial value co-creation behaviors among omnichannel shoppers.
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Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a…
Abstract
Purpose
Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a comprehensive assessment of the research status and potential gaps is yet to be conducted. Thus, this study investigated the current research status of digital technology-empowered omnichannel integration, and future research directions are proposed.
Design/methodology/approach
A three-stage bibliometric analysis was conducted on 764 articles published from 2000 to 2023, cited in the Web of Science database. Furthermore, performance and thematic analyses were performed.
Findings
The most productive contributors and influential articles in this field were identified, and four themes of focus were discovered: service quality, o2o commerce, omnichannel retailing, and digital transformation.
Originality/value
To the best of our knowledge, this work is the first attempt to enable researchers to understand the vast body of published scholarship on digital technology-empowered omnichannel integration.
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Joana Barbosa and Beatriz Casais
Omnichannel implementation in retail requires business transformation and faces several operational barriers. This research discusses how omnichannel has been implemented, in a…
Abstract
Purpose
Omnichannel implementation in retail requires business transformation and faces several operational barriers. This research discusses how omnichannel has been implemented, in a managerial perspective, and how integration of operations has overcome the identified transformative barriers.
Design/methodology/approach
The authors followed a multi-case study approach, with observation and interviews with managers of four big retail companies in Portugal.
Findings
The results suggest that retail companies have overcome the barriers to implement omnichannel models through the integration of information technology (IT), the accomplishment of organisational changes and the optimisation of customer feedback, achieving positive business indicators, namely increased sales.
Research limitations/implications
The conclusions of the paper provide valuable information to help companies to design the process of channel's integration in order to overcome the transformative constraints of omnichannel. However, those conclusions emerge from Portuguese case studies of retail companies, and a generalised discussion should consider the contextual diversity of consumer expectations, cultural user experiences in retail and the maturity of digital transformation and omnichannel implementation stage in each country.
Originality/value
Previous studies had characterised the items of omnichannel retail, fulfilment processes, the benefits of channels' integration in customer experience, satisfaction and loyalty and had identified barriers for its implementation. Considering the existence of different stages of omnichannel implementation, this paper explores how retail companies increment omnichannel operations, overcome transformative barriers and achieve the omnichannel benefits, through the whole involvement of the organisation system, the customer approach and the business model, besides the technology integration.
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Neha Sharma and Nirankush Dutta
This study explores the present state of research related to omnichannel retail, investigates retail's different sub-areas and suggests future research directions.
Abstract
Purpose
This study explores the present state of research related to omnichannel retail, investigates retail's different sub-areas and suggests future research directions.
Design/methodology/approach
The subdomains of omnichannel retail have been identified using a keyword co-occurrence network (KCN) map and content analysis. The 5W1H method assisted in finding the bibliographies of 258 SCOPUS-indexed and ABDC-ranked journal articles and showcasing the omnichannel retail landscape.
Findings
Most research on omnichannel retail is concentrated on five subdomains: customer behaviour, channel integration, technological innovation, supply chain and operations and strategy. The study's conceptual framework illustrates the omnichannel retailing environment and the variables that must be considered whilst establishing an omnichannel strategic vision. Besides, future researchers have been urged to concentrate on interdisciplinary research, as a seamless experience is unachievable if focussed on a single subdomain.
Research limitations/implications
There is a slight probability of missing out on some good articles as this study considered only those articles that have been published in SCOPUS and ranked by the ABDC quality list.
Practical implications
This study emphasises that for businesses to capitalise on the omnichannel model, the businesses must undergo a transformation involving technology convergence, customer-centricity and internal process reorganisation that integrates consumer feedback to co-create value. When a business adopts an omnichannel model, the business's priorities shift. Rather than depending solely on technology, faster delivery and channel integration, an omnichannel strategy requires strong leadership, a clear vision, training for all stakeholders and an understanding of customer pain points to reach the full potential.
Originality/value
The illustration of the omnichannel retail landscape using the 5W1H methodology and antecedents-decisions-outcomes (ADO) framework.
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Sita Mishra, Gunjan Malhotra, Vibha Arora and Sandip Mukhopadhyay
This study analyzes how omnichannel integration influences customer patronage intention, highlighting the moderation effect of consumer service experience consciousness…
Abstract
Purpose
This 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/approach
This 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.
Findings
The 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 implications
This study provides insights into designing online–offline retailing integration, based upon which, proposes several recommendations for increasing customer satisfaction and patronage intention.
Originality/value
To 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.
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Ana Valeria Calvo, Ana Dolores Franco and Marta Frasquet
This study aims to explore the role that artificial intelligence (AI) systems could play in configuring and enhancing the omnichannel customer experience (OCE).This paper aims to…
Abstract
Purpose
This study aims to explore the role that artificial intelligence (AI) systems could play in configuring and enhancing the omnichannel customer experience (OCE).This paper aims to pave the way to better understand the intersection between these two novel topics through perspectives and associated interpretations from managers', consultants' and consumers' beliefs, experiences and thoughts.
Design/methodology/approach
The study adopts an explorative inductive design. Data from 41 in-depth interviews with high-level retail managers (12), AI consultants (3) and omnichannel consumers (26) was analyzed using grounded theory methodology.
Findings
The study's results revealed that, when AI systems are implemented in the omnichannel experience, some dimensions of the OCE change in relevance. The findings show that some OCE dimensions are easier to relate with experiential elements of the omnichannel experience, such as personalization, consistency and flexibility. In contrast, integration and connectivity are perceived as internal retailer capabilities that enable the omnichannel strategy. Consumers' data also show differences in the omnichannel customer journeys for the product categories of clothes, electronics and furniture.
Originality/value
This study presents insights on the impact of AI on OCE from top-retail managers', consultants' and consumers' perspectives. This choice allowed researchers to explore and uncover interesting intersecting points and examine issues related to omnichannel experience and AI systems implementation, providing guidance for future research.
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