To read this content please select one of the options below:

Modeling of barrier in the adoption of omnichannel marketing: a case of Indian handloom industry

M.K.P. Naik (Department of Mechanical Engineering, Indian Institute of Technology BHU, Varanasi, India, and)
Prabhas Bhardwaj (Department of Mechanical Engineering, Indian Institute of Technology BHU, Varanasi, India, and)
Vinaytosh Mishra (College of Healthcare Management and Economics, Gulf Medical University, Ajman, United Arab Emirates)

Research Journal of Textile and Apparel

ISSN: 1560-6074

Article publication date: 4 April 2023

277

Abstract

Purpose

This study aims to explore the essence of the omnichannel in the handloom industry’s development and to identify, analyse and estimate the barriers obstructing the implementation of the omnichannel in the handloom industry of India.

Design/methodology/approach

A descriptive literature review and expert opinion are used to identify the barriers obstructing the successful realisation of the omnichannel in the handloom industry of India. Moreover, interpretive structural modeling and the matrix of cross-impact multiplications applied to classification are used to analyse and estimate the impact of these barriers.

Findings

This research suggests the implementation of the omnichannel is subjected to several barriers, specifically lack of government support and policies, uncertainty in business contract partners, poor reverse logistics system, etc.

Originality/value

This research explores the contribution of the handloom industry to the socioeconomic development of the rural and semi-urban Indian population. It also explores the need for government support for the survival and growth of the handloom industry. It also explains how omnichannel can support this industry for its survival and its overall development. Furthermore, factors inhibiting the implementation of the omnichannel in the handloom industry are identified and evaluated based on their over impact.

Keywords

Citation

Naik, M.K.P., Bhardwaj, P. and Mishra, V. (2023), "Modeling of barrier in the adoption of omnichannel marketing: a case of Indian handloom industry", Research Journal of Textile and Apparel, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/RJTA-11-2022-0139

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

Related articles