Omnichannel retailing: does it empower consumers and influence patronage?

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.

Citation

Mishra, S., Malhotra, G., Arora, V. and Mukhopadhyay, S. (2022), "Omnichannel retailing: does it empower consumers and influence patronage?", International Journal of Retail & Distribution Management, Vol. 50 No. 2, pp. 229-250. https://doi.org/10.1108/IJRDM-04-2021-0199