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How integrated store-service quality promotes omnichannel shoppers’ word-of-mouth behaviors: the moderating role of perceived relationship investment and the shopper’s perceived value

Thamaraiselvan Natarajan (Department of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, India)
Deepak Ramanan Veera Raghavan (Department of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, India)

The TQM Journal

ISSN: 1754-2731

Article publication date: 11 May 2023

Issue publication date: 29 April 2024

968

Abstract

Purpose

The post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).

Design/methodology/approach

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.

Findings

The results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.

Research limitations/implications

The sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.

Originality/value

This study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.

Keywords

Acknowledgements

The authors extend their sincere gratitude to the anonymous reviewers and editor-in-chief, Prof. Dr. Alexander Douglas.

Citation

Natarajan, T. and Veera Raghavan, D.R. (2024), "How integrated store-service quality promotes omnichannel shoppers’ word-of-mouth behaviors: the moderating role of perceived relationship investment and the shopper’s perceived value", The TQM Journal, Vol. 36 No. 4, pp. 1113-1144. https://doi.org/10.1108/TQM-12-2022-0364

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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