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An analysis of factors influencing omnichannel retailing adoption using ISM-DEMATEL approach: an Indian perspective

Ruchi Mishra (Institute of Rural Management, Anand, India)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 28 December 2020

Issue publication date: 19 March 2021

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Abstract

Purpose

The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms.

Design/methodology/approach

The study applies an integrated interpretive structural modelling (ISM) and decision-making trial and evaluation laboratory (DEMATEL) approach for understanding the hierarchical and contextual relationship structure among the factors influencing omnichannel retailing adoption.

Findings

The integrated ISM–DEMATEL approach identifies that financial commitment is the most crucial factors followed by technological capability, training and development, performance metrics, supportive organisational structure, collaboration and knowledge sharing, offline–online information aggregation and integrated technological platform. Also, the study reveals that financial commitment and supportive organisational structure impact the majority of factors but are affected by only a few factors.

Research limitations/implications

Unlike previous studies, this study suggests an alternate approach to theory building emerging from the various factors that could be considered while developing omnichannel retailing.

Practical implications

Practitioners should pay close attention to leading factors that influence the adoption of omnichannel retailing, namely, financial commitments, supportive organisational structure, technological capability, integrated technological platform and training and development rather than focusing on significant receivers, such as warehouse management and assortment management.

Originality/value

The integrated approach of ISM-DEMATEL offers a hierarchical model and cause–effect relationship among factors influencing omnichannel retailing adoption.

Keywords

Acknowledgements

The author sincerely thanks the anonymous reviewers and editor for their insightful comments and constructive feedback.

Citation

Mishra, R. (2021), "An analysis of factors influencing omnichannel retailing adoption using ISM-DEMATEL approach: an Indian perspective", International Journal of Retail & Distribution Management, Vol. 49 No. 4, pp. 550-576. https://doi.org/10.1108/IJRDM-03-2020-0108

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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