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Revealing the impact of operational logistics service quality on omni-channel capability

Işık Özge Yumurtacı Hüseyinoğlu (Department of Logistics Management, Izmir University of Economics, Balcova, Turkey)
Metehan Feridun Sorkun (Department of Business Administration, Izmir University of Economics, Balcova, Turkey)
Gülmüş Börühan (Department of International Logistics Management, Yasar University, Izmir, Turkey)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 November 2018

Issue publication date: 30 November 2018

2650

Abstract

Purpose

This paper introduces the term “omni-channel capability” and tests its validity. The purpose of this paper is to investigate the impact of logistics service quality (LSQ) on omni-channel capability.

Design/methodology/approach

An online survey was used to evaluate the new concept of “omni-channel capability” and LSQ from the consumer’s perception. A two split sample technique was used to validate omni-channel capability and test the impact of LSQ on it through structural equation modeling. Factor analysis and structural equation modeling were performed to introduce, test and validate omni-channel capability, and test the study’s hypotheses. Consumers who had previously shopped from both the online and physical stores of a particular retailer completed a self-administered survey.

Findings

The findings supported the use of the term “omni-channel capability,” which has three elements: channel consistency, cross-channel and social media. The results also revealed the positive impact of operational LSQ on omni-channel capability.

Practical implications

Taking consumer perceptions as a reference point, this study reveals major issues that retailers should focus on while pursuing an omni-channel strategy. The findings also highlight the need for retailers to ensure operational LSQ to implement an omni-channel management strategy.

Originality/value

To improve on the limited theoretical understanding and empirical grounding of omni-channel management, this study described the three elements of omni-channel capability. The impact of operational LSQ on omni-channel capability gives empirical support for the theorized hierarchy of dynamic capabilities (zero- and first-order capabilities).

Keywords

Acknowledgements

For this paper, all the authors have equal contributions.

Citation

Yumurtacı Hüseyinoğlu, I.Ö., Sorkun, M.F. and Börühan, G. (2018), "Revealing the impact of operational logistics service quality on omni-channel capability", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 5, pp. 1200-1221. https://doi.org/10.1108/APJML-08-2017-0169

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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