Revealing the impact of operational logistics service quality on omni-channel capability
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 1 November 2018
Issue publication date: 30 November 2018
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
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited