Dimensions of Omnichannel Retail Quality on Customer Satisfaction and Loyalty
Abstract
The shift in consumer shopping from offline to online, and then to a hybrid of the two, combining the benefits of each to overcome the disadvantages of both. This study focuses on the dimensions of omnichannel retail quality. The emphasis is on analyzing consumer behavior in offline, online, and combined omnichannel retail channels. The rapid growth of this retail channel is due in part to the ease and security of payment, though there are still those who use the cash-on-delivery system. The methods employed include a review of the literature on omnichannel research articles, consumer surveys, and data documentation on business phenomena. SEM was used to examine the relationship between IOC, VOC, CS, and CL. The software used is Smart PLS 4. The goal of path modeling, particularly reflective models such as PLS, is to estimate the variance of endogenous constructs, as a result from their respective manifest variables. The findings of this study can be used to test OC intensity and OC shopping value in providing consumers with shopping experiences that result in customer satisfaction and loyalty. Relevant marketing implications and future research are advised.
Full Text:
PDFReferences
REFERENCES
Akter, S., Hossain, M. I., Lu, S., Aditya, S., Hossain, T. M. T., & Kattiyapornpong, U. (2018). Does service quality perception in omnichannel retailing matter? A systematic review and agenda for future research. Exploring Omnichannel Retailing: Common Expectations and Diverse Realities, 71–97. https://doi.org/10.1007/978-3-319-98273-1_4
Avery, J., Steenburgh, T. J., Deighton, J., & Caravella, M. (2012). Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time. Journal of Marketing, 76(3), 96–111. https://doi.org/10.1509/jm.09.0081
Avkiran, N. K., & Ringle, C. M. (2018). Partial Least Squares Structural Equation Modeling: Recent Advances in Banking and Finance. In Springer. http://www.springernature.com/series/6161
Bahremand, M., Soltani, R., & Karimi, R. (2022). A Multiobjective Pricing Model in Omnichannel Retailing with Emphasis on State Interventions. IEEE Access, 10, 49184–49197. https://doi.org/10.1109/ACCESS.2022.3172317
Barroso, C., Carrion, G. C., & Roldan, J. L. (2010). Applying Maximum Likelihood and PLS onDifferent Sample Sizes: Studies on SERVQUALModel and Employee Behavior Model. In Vincenzo Esposito Vinzi Wynne W. Chin Jörg Henseler Huiwen Wang (Ed.), Handbook of Partial Least Squares: Concepts, Methods and Applications (pp. 427–447). Springer-Verlag Berlin Heidelberg . http://www.springer.com/series/7286
Berman, B., & Thelen, S. (2018). Planning and implementing an effective omnichannel marketing program. International Journal of Retail & Distribution Management, 46(7), 598–614. https://doi.org/10.1108/IJRDM-08-2016-0131
Bodet, G. (2009). An investigation of the influence of consumer value on service elements contributions to satisfaction. Journal of Targeting, Measurement and Analysis for Marketing, 17(3), 205–228. https://doi.org/10.1057/JT.2009.15/TABLES/12
Chin, W. W. (2010). Bootstrap Cross-Validation Indices for PLS Path Model Assessment. In Handbook of Partial Least Squares (pp. 83–97). Springer-Verlag Berlin Heidelberg. https://doi.org/10.1007/978-3-540-32827-8_12
Cotarelo, M., Fayos, T., Calderón, H., & Mollá, A. (2021). Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty. Sustainability, 13(11), 5961. https://doi.org/10.3390/su13115961
Davis-Sramek, B., Droge, C., Mentzer, J. T., & Myers, M. B. (2009). Creating commitment and loyalty behavior among retailers: What are the roles of service quality and satisfaction? Journal of the Academy of Marketing Science, 37(4), 440–454. https://doi.org/10.1007/S11747-009-0148-Y
Flavián, C., Gurrea, R., & Orús, C. (2019). Feeling Confident and Smart with Webrooming: Understanding the Consumer’s Path to Satisfaction. Journal of Interactive Marketing, 47, 1–15. https://doi.org/10.1016/j.intmar.2019.02.002
Ganapathy, V. (2017). Modern Day Retail Marketing Management (1st ed.). bookbon.com.
Gao, F., Agrawal, V. V., & Cui, S. (2022). The Effect of Multichannel and Omnichannel Retailing on Physical Stores. Management Science, 68(2), 809–826. https://doi.org/10.1287/mnsc.2021.3968
Gasparin, I., Panina, E., Becker, L., Yrjölä, M., Jaakkola, E., & Pizzutti, C. (2022). Challenging the “integration imperativeâ€: A customer perspective on omnichannel journeys. Journal of Retailing and Consumer Services, 64, 102829. https://doi.org/10.1016/J.JRETCONSER.2021.102829
Gensler, S., Neslin, S. A., & Verhoef, P. C. (2017). The Showrooming Phenomenon: It’s More than Just About Price. Journal of Interactive Marketing, 38, 29–43. https://doi.org/10.1016/j.intmar.2017.01.003
Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel customer experience and management: An integrative review and research agenda. Sustainability (Switzerland), 13(5), 1–24. https://doi.org/10.3390/SU13052824
Gerea, C., & Herskovic, V. (2022). Transitioning from Multichannel to Omnichannel Customer Experience in Service-Based Companies: Challenges and Coping Strategies. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 394–413. https://doi.org/10.3390/jtaer17020021
Huré, E., Picot-Coupey, K., & Ackermann, C. L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39, 314–330. https://doi.org/10.1016/J.JRETCONSER.2017.08.011
Jebarajakirthy, C., Das, M., Shah, D., & Shankar, A. (2021). Deciphering in-store-online switching in multi-channel retailing context: Role of affective commitment to purchase situation. Journal of Retailing and Consumer Services, 63, 102742.
Ji, G., Fu, T., Chen, J., & Tan, K. H. (2022). Optimal Online Service Strategy and Price Decision in Omnichannel Retail. Mathematical Problems in Engineering, 2022, 1–35. https://doi.org/10.1155/2022/8698309
Kollmann, T., Kuckertz, A., & Kayser, I. (2012). Cannibalization or synergy? Consumers’ channel selection in online–offline multichannel systems. Journal of Retailing and Consumer Services, 19(2), 186–194. https://doi.org/10.1016/j.jretconser.2011.11.008
Lazaris, C., & Vrechopoulos, A. (2014). From Multichannel to “Omnichannel†Retailing: Review of the Literature and Calls for Research. 2nd International Conference on Contemporary Marketing Issues, (ICCMI), 18-20 June, 18–20. https://doi.org/10.13140/2.1.1802.4967
Lazaris, C., Vrechopoulos, A., Fraidaki, K., & Doukidis, G. (2014). Exploring the “Omnichannel†Shopper Behaviour. AMA SERVSIG, International Service Research Conference, 13-15 June. https://doi.org/10.13140/2.1.1278.2089
Lee, Z. W. Y., Chan, T. K. H., Chong, A. Y. L., & Thadani, D. R. (2019). Customer engagement through omnichannel retailing: The effects of channel integration quality. Industrial Marketing Management, 77, 90–101. https://doi.org/10.1016/J.INDMARMAN.2018.12.004
Levy, M., & Weitz, B. A. (2014). Retailing Management (9th Ed.). Mc Graw-Hill Education. http://www.mhhe.com/eMag/2018_Spring/Levy_Retailing_MGMT_10e/html5/index.html?page=1&noflash
Lovelock, C. H., & Wirtz, J. (2011). Service Marketing, People, Technology, Strategy (7th Ed.). Pearson Education, Inc.,.
Mimoun, M. S. Ben, Lancelot Miltgen, C., Miltgen, C. L., & Slama, B. (2022). Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations. Journal of Retailing and Consumer Services, 65, 102844. https://doi.org/10.1016/j.jretconser.2021.102844
Murfield, M., Boone, C. A., Rutner, P., & Thomas, R. (2017). Investigating logistics service quality in omni-channel retailing. International Journal of Physical Distribution and Logistics Management, 47(4), 263–296. https://doi.org/10.1108/IJPDLM-06-2016-0161
Nguyen, A., McClelland, R., Hoang Thuan, N., & Hoang, T. G. (2022). Omnichannel marketing: structured review, synthesis, and future directions. The International Review of Retail, Distribution and Consumer Research, 32(3), 221–265. https://doi.org/10.1080/09593969.2022.2034125
Quach, S., Barari, M., Moudrý, D. V., & Quach, K. (2022). Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services, 65, 102267. https://doi.org/10.1016/j.jretconser.2020.102267
Quach, T. N., Thaichon, P., & Jebarajakirthy, C. (2016). Internet service providers’ service quality and its effect on customer loyalty of different usage patterns. Journal of Retailing and Consumer Services, 29, 104–113. https://doi.org/10.1016/J.JRETCONSER.2015.11.012
Rezaei, M., Sanayei, A., Aghdaie, S. F. A., & Ansari, A. (2022). Improving the Omnichannel Customers’ Lifetime Value Using Association Rules Data Mining: A Case Study of Agriculture Bank of Iran. Iranian Journal of Management Studies (IJMS), 15(1), 49–68.
Salvietti, G., Ziliani, C., Ieva, M., & Ranfagni, S. (2022). Omnichannel retailing and post-pandemic recovery: building a research agenda. International Journal of Retail &Distribution Management. https://doi.org/10.1108/IJRDM-10-2021-0485
Sousa, P. R. de, Barbosa, M. W., Oliveira, L. K. de, Resende, P. T. V. de, Rodrigues, R. R., Moura, M. T., & Matoso, D. (2021). Challenges, Opportunities, and Lessons Learned: Sustainability in Brazilian Omnichannel Retail. Sustainability 2021, 13, 666., 13(666), 1–17. https://doi.org/10.3390/su13020666
Thaichon, P., & Quach, S. (2016). Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms. Journal of Retailing and Consumer Services, 33, 82–91. https://doi.org/10.1016/J.JRETCONSER.2016.08.003
Timoumi, A. (2022). Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research. Journal of Retailing, 98(1), 133–151. https://doi.org/10.1016/j.jretai.2022.02.008
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/J.JRETAI.2015.02.005
Vinzi, V. E., Trinchera, L., & Amato, S. (2010). PLS Path Modeling: From Foundations to Recent Developments and Open Issues for Model Assessment and Improvement. In V. E. Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of Partial Least Squares (pp. 47–82). Springer Heidelberg Dordrecht London New York.
Wang, J., Zheng, B., & Liu, H. (2021). Satisfying consumers all around: a multidisciplinary view of omnichannel retail. Industrial Management & Data Systems, 121(1), 158–171. https://doi.org/10.1108/IMDS-08-2020-0452
Xu, X., & Jackson, J. E. (2019). Investigating the influential factors of return channel loyalty in omnichannel retailing. International Journal of Production Economics, 216, 118–132. https://doi.org/10.1016/J.IJPE.2019.03.011
Xu, X., Munson, C. L., & Zeng, S. (2017). The impact of e-service offerings on the demand of online customers. International Journal of Production Economics, 184, 231–244. https://doi.org/10.1016/j.ijpe.2016.11.012
Yurova, Y., Rippé, C. B., Weisfeld-Spolter, S., Sussan, F., & Arndt, A. (2017). Not all adaptive selling to omni-consumers is influential: The moderating effect of product type. Journal of Retailing and Consumer Services, 34, 271–277. https://doi.org/10.1016/j.jretconser.2016.01.009
DOI: https://doi.org/10.32535/jicp.v6i2.2348
Refbacks
- Dimensions of Omnichannel Retail Quality on Customer Satisfaction and Loyalty
- Dimensions of Omnichannel Retail Quality on Customer Satisfaction and Loyalty
- Dimensions of Omnichannel Retail Quality on Customer Satisfaction and Loyalty
- Dimensions of Omnichannel Retail Quality on Customer Satisfaction and Loyalty
Copyright (c) 2023 Catharina - Clara
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Published by:
AIBPM Publisher
Editorial Office:
JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:+62 341 366222
Email: journal.jicp@gmail.com
Website:http://ejournal.aibpmjournals.com/index.php/JICP
Supported by: Association of International Business & Professional Management
If you are interested to get the journal subscription you can contact us at admin@aibpm.org.
ISSN 2622-0989 (Print)
ISSN 2621-993X (Online)
DOI:Prefix 10.32535 by CrossREF
Journal of International Conference Proceedings (JICP) INDEXED:
In Process
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.