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Article
Publication date: 10 November 2020

Md Thohidul Karim and Xu Qi

Multi-channel business operations are standard practice in most business contexts today. The popularity of multi-channel adoption among developing countries is growing…

Abstract

Purpose

Multi-channel business operations are standard practice in most business contexts today. The popularity of multi-channel adoption among developing countries is growing fast. In Bangladesh, the retailers who adopted multi-channel retailing have been getting a very good response from the consumers. This study aims to understand the factors that influence manufacturers’ decisions to adopt multiple channels in Bangladesh. The authors applied an extended technology acceptance model with three variables: business innovation, business competition and consumer satisfaction.

Design/methodology/approach

Partial least squares-structural equation modeling was applied to test the data collected from 157 companies and relevant hypotheses.

Findings

The study findings show that Bangladeshi manufacturers are positive about, and expect benefits from, applying the new channel. The study also revealed that customer satisfaction considerably affects multi-channel adoption in Bangladesh. Similarly, business innovation and business competition play a significant role in introducing multiple business channels.

Research limitations/implications

This research was conducted in Bangladesh, and data are collected from Dhaka and Chittagong that may limit the generalizability of findings.

Practical implications

The research goal was to understand a manufacturer’s perception to adopt multi-channel in business. The proposed research model was able to address the major factors that drive a manufacturer to introduce multiple business channels, especially in Bangladesh.

Originality/value

Many research and case studies have been done the past couple of decades, but most of them are consumer oriented. Little research has been done to investigate a manufacturer’s point of view adapting innovation in business. Though some research articles are available online, most of them from developed countries. So, the study’s goal was to study developing countries scenario; thus, the authors choose Bangladesh.

Details

Journal of Asia Business Studies, vol. 15 no. 2
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 1 February 2002

Denise D. Schoenbachler and Geoffrey L. Gordon

Observes that traditional retail, catalog, and online‐only businesses face a critical decision – to accept a new, yet unrefined business model that includes multiple…

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25708

Abstract

Observes that traditional retail, catalog, and online‐only businesses face a critical decision – to accept a new, yet unrefined business model that includes multiple channels or to retain their single channel model and risk becoming obsolete and left behind by new, multi‐channel competitors. The decision process and implementation of a multi‐channel strategy could be simplified if businesses understood what drives consumers to a single channel, multiple channels, and which channels are preferred. Outlines the key issues facing multi‐channel marketers, and encourages multi‐channel businesses to take a customer‐centric view rather than a channel focused view to work through the challenges unique to the multi‐channel marketer. A model of multi‐channel buyer behavior is proposed to help the multi‐channel marketer develop a customer‐centric view. Presents a series of propositions which serve to encourage and direct future research in this area.

Details

Journal of Consumer Marketing, vol. 19 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 13 March 2009

Harold Cassab and Douglas L. MacLachlan

Consumers increasingly experience multi‐channel service and a significant challenge for the service organization is to ensure that the design of the multi‐channel

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4743

Abstract

Purpose

Consumers increasingly experience multi‐channel service and a significant challenge for the service organization is to ensure that the design of the multi‐channel interface contributes to the service experience and helps to build bonds with customers. The purpose of this paper is to elucidate four features (i.e. problem‐handling, record accuracy, usability, and scalability) used by customers to evaluate multi‐channel service and investigates their impact on customer relationship and loyalty intentions.

Design/methodology/approach

The study involves an online survey with customers selected randomly in two service industries. Empirical data are analyzed using structural equation models.

Findings

Customer evaluations of the multi‐channel service interface have a strong influence on customer trust in the organization but a negligible impact on customer commitment. Trust, however, has a positive effect on commitment, thus enhancing customer loyalty.

Research limitations/implications

The measures developed in the study represent a summary account for considerations involving multi‐channel service. However, the ability to capture the hypothesized roles of the multi‐channel service interface suggests a robust foundation for future research. These consumer‐based measures provide managers with a blueprint allowing for the integrated analysis and design of customer touch points.

Originality/value

This paper provides key variables to advance the study of multi‐channel service. Ways are suggested in which firms can benefit from a view of their service channels as an interface system to inform effective service design strategies.

Details

Journal of Service Management, vol. 20 no. 1
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 12 July 2011

Siwon Cho and Jane Workman

This study aims to examine whether gender, fashion innovativeness and opinion leadership, and need for touch have effects on consumers' multi‐channel choice and…

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11900

Abstract

Purpose

This study aims to examine whether gender, fashion innovativeness and opinion leadership, and need for touch have effects on consumers' multi‐channel choice and touch/non‐touch shopping channel preference in clothing shopping.

Design/methodology/approach

A survey was conducted using a convenience sample of 123 male and 154 female US college students. Data were analyzed using PASW Statistics 18 and Analysis of Moment Structure (AMOS) 18.

Findings

Results showed that participants' multi‐channel choice was influenced only by fashion innovativeness and opinion leadership such that consumers high in fashion innovativeness and opinion leadership tend to use more than one shopping channel. Touch channel preference was influenced by need for touch and multi‐channel choice such that participants who had higher need for touch and used more than one channel for clothing shopping preferred local and non‐local stores. Non‐touch channel preference was influenced by fashion innovativeness and opinion leadership and multi‐channel choice. Regardless of gender, those high in fashion innovativeness and opinion leadership who used more than one channel preferred TV retailers, catalogs, and online stores.

Research limitations/implications

Results cannot be generalized to the larger population of other consumer groups. Future research should include other population groups.

Originality/value

This study is the first to investigate the effects of consumers' gender, fashion innovativeness and opinion leadership, and need for touch on their multi‐channel choice and touch/non‐touch shopping channel preference in clothing shopping.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 15 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 20 September 2019

Haydeé Calderón, Teresa Fayos and Marta Frasquet

This paper aims to analyses the development of exploitation and exploration capabilities, and the role of ambidexterity, in the evolution of small Spanish wineries toward…

Abstract

Purpose

This paper aims to analyses the development of exploitation and exploration capabilities, and the role of ambidexterity, in the evolution of small Spanish wineries toward multi-channel distribution systems.

Design/methodology/approach

A qualitative methodology based on the analyses of multiple cases supported by a computer assisted qualitative data analysis software with an abductive approach was used to study the relationship between ambidexterity and the multi-channel integration of six wineries.

Findings

Companies with more advanced multi-channel distribution systems have more developed ambidexterity capabilities. This ambidexterity stems fundamentally from the ability to simultaneously maintain relations with distributors and innovate and search for creative ways to satisfy new customers.

Research limitations/implications

The research is based on insights from companies based in Spain.

Practical implications

Spanish small and medium enterprises in the sector are in an underdeveloped phase of multi-channel integration. To be successful in this process, these companies must combine exploitation and exploration capabilities.

Social implications

If the company is able to develop an integrated multi-channel distribution system leading to an omnichannel system, consumers will benefit from it, getting complete information at each specific stage of shopping.

Originality/value

This study provides the first description in academic literature of the usefulness of the concept of ambidexterity as a dynamic capability to explain the degree of development and multi-channel integration.

Details

International Journal of Wine Business Research, vol. 32 no. 1
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 13 March 2009

Shashank Rao, Thomas J. Goldsby and Deepak Iyengar

The purpose of this study is to investigate key differences between web‐only and multi‐channel retailers in terms of five different measures of web activity and three…

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6039

Abstract

Purpose

The purpose of this study is to investigate key differences between web‐only and multi‐channel retailers in terms of five different measures of web activity and three different forms of outsourcing behavior. Specifically, the research examines the marketing and logistics efficacy between business‐to‐consumer (B2C) retailers who sell exclusively via the web and retailers for whom the web offers one additional channel for sales. Finally, it is suggested that how this study may give rise to future research in this area.

Design/methodology/approach

This empirical study using the lens of transaction cost economics (TCE) to examine hypotheses regarding customer buying behavior and the retailers' proclivity to outsource is conducted. Secondary data sources provide key metrics for the more than 250 companies found in the sample.

Findings

Several key differences exist between the efficacy of web‐only and multi‐channel retailers, which can be explained with the TCE framework. Both web‐only and multi‐channel retailers are found to exhibit respective advantages. Multi‐channel retailers enjoy more web traffic and offer more items for the consumer, yet are disadvantaged in terms of ease of search and conversion rate (percentage of shoppers who actually buy). In addition, web‐only retailers are more likely to outsource the functions of logistics, marketing, and customer support.

Practical implications

This study has value to researchers and practitioners in that it illustrates how two of the most common types of retailing alternatives differ from each other. Multi‐channel retailers are challenged with the broad scope and immense collection of goods they offer and, therefore, struggle to convert shoppers into buyers. Web‐only retailers, on the other hand, enjoy less web traffic, but prove more effective in conversion rates, perhaps related to their more extensive use of outsourced expertise in logistics, marketing, and customer support services.

Originality/value

In the decade since internet retailing (e‐tailing) began to be accepted as a new sales channel, e‐tailing has grown to a market size of over $160 billion within the USA alone. However, empirical examination of the functioning and performance of this sales channel is only now commencing.

Details

International Journal of Physical Distribution & Logistics Management, vol. 39 no. 2
Type: Research Article
ISSN: 0960-0035

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Article
Publication date: 25 September 2019

Gregory Bressolles and Gerald Lang

The purpose of this paper is to expand existing research on fulfillment systems for multi-channel retailers by combining analysis of customer expectation (CE) with…

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1257

Abstract

Purpose

The purpose of this paper is to expand existing research on fulfillment systems for multi-channel retailers by combining analysis of customer expectation (CE) with economic performance (EP) aspects.

Design/methodology/approach

This exploratory study is based on a literature review of supply chain management and marketing combined with the results of an online questionnaire submitted to French and Chinese multi-channel retailers from two sectors.

Findings

The results enable the authors to identify 13 important key performance indicators (KPIs) used by multi-channel retailers for measuring e-fulfillment system performance and also to determine under which of the EP or CE criteria these KPIs might be linked.

Research limitations/implications

Although the sample size is limited, this research is intended to be exploratory, based on the practices of supply chain and marketing managers. Moreover, the results do not address interdependencies among the different KPIs.

Practical implications

E-fulfillment is a major challenge for multi-channel retailers; it is cost intensive and critical for customer satisfaction. The identified set of KPIs enables retailers to choose those relevant to their particular infrastructure.

Originality/value

A limited number of scholarly works have explored the operational implications of online retailing in terms of e-fulfillment in a multi-channel context. In order to manage such supply chains efficiently and effectively, traditional measures of supply chain performance need to be adapted. This study expands existing knowledge by developing measurement systems and metrics for the evaluation of supply chain performance in this context.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 1
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 29 February 2008

Ruiliang Yan

The purpose of this paper is to provide a framework to help business marketers with a mixed online and traditional retail channel (multi‐channel company) to find the…

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7636

Abstract

Purpose

The purpose of this paper is to provide a framework to help business marketers with a mixed online and traditional retail channel (multi‐channel company) to find the optimal pricing strategy and market structure in order to maximize their profits.

Design/methodology/approach

A game theory model is developed to determine the optimal pricing strategy for the multi‐channel company.

Findings

It was demonstrated that an optimal pricing strategy exists under different market structures for a multi‐channel company. When a company uses multiple channels to sell its product, the optimal pricing strategy is to use a low‐high pricing strategy if the online marginal cost is equal to or less than the traditional marginal cost, or a high‐low pricing strategy if the online marginal cost is far larger than the traditional marginal cost. Furthermore, in order to maximize its profit, the company using multiple channels should adopt channel integration as the optimal market structure.

Research limitations/implications

The present study assumed that all consumers have perfect information. However, information with the consumers could be incomplete. It is recommended that future research explore the pricing strategy under incomplete information settings.

Practical implications

The paper provides a very useful model framework, pricing strategy, and market structure for business managers who are using or planning to use multiple channels to sell their products.

Originality/value

This paper fills a conceptual and practical gap for a structured analysis of the current state of knowledge about multi‐channel pricing strategies. It provides practical and solid advice and examples demonstrating the application of the different types of pricing strategies for business managers.

Details

Journal of Product & Brand Management, vol. 17 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 18 April 2016

Sophie Jeanpert and Gilles Paché

When a company simultaneously manages several distribution channels, there are important issues regarding the sharing of marketing and logistical resources. This paper…

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4642

Abstract

Purpose

When a company simultaneously manages several distribution channels, there are important issues regarding the sharing of marketing and logistical resources. This paper aims to discuss the integration of sales staff, communication and logistical operations to improve service delivery to multi-channel consumers.

Design/methodology/approach

The paper is based on a literature review regarding multi-channel strategy to build a conceptual framework. This framework is discussed using three illustrations from the French multi-channel distribution field (King Jouet, Fnac and Darty).

Findings

The exploratory research underlines the importance of information about how consumers order in different channels. This makes the global management of different channels difficult and threatens marketing and logistical sharing.

Practical implications

The integration process is becoming increasingly important in service recovery. Companies must therefore facilitate total access to logistical information. This requires an organisational interaction between marketing and the supply chain activities.

Originality/value

The paper underlines the importance of the integration process in service recovery management, particularly when a defective product must be replaced and a new product be made available to consumers.

Details

Journal of Business Strategy, vol. 37 no. 2
Type: Research Article
ISSN: 0275-6668

Keywords

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Article
Publication date: 9 May 2008

Hyun‐Hwa Lee and Jihyun Kim

The purpose of this study is to investigate the effects of consumers' shopping orientation on their satisfaction level with the product search and purchase behavior using…

Downloads
8161

Abstract

Purpose

The purpose of this study is to investigate the effects of consumers' shopping orientation on their satisfaction level with the product search and purchase behavior using multi‐channels.

Design/methodology/approach

A total of 181 students in a large US mid‐western university provided usable responses to the survey. Exploratory factor analysis and multiple regression analyses were employed to examine the research questions.

Findings

The results showed that more than three quarters of the respondents shopped via the internet and catalogs, and about 95 percent shopped at non‐local retailers. About 60 percent reported that they never shopped from TV shopping channels. Confident/fashion‐conscious shopping orientation and catalog/internet shopping orientation were found to be key predictors of customer satisfaction level with information search via multi‐channels. Both confident/fashion‐conscious consumers and mall shopping‐oriented shoppers were more satisfied with store‐based retail channels for apparel purchases, whereas non‐local store‐oriented shoppers and catalog/internet‐oriented shoppers were more satisfied with non‐store‐based retail channels for their apparel purchases.

Research limitations/implications

The sample of this study was biased by gender and age. For the apparel retail industry, this paper offers practical knowledge about the relationships between shopping orientation and consumer search and purchase behavior in a multi‐channel retailing context.

Originality/value

No study has utilized the shopping orientation framework to explain consumer behavior in a multi‐channel environment. This study provides understanding of consumer product information search behavior on four dimensions (price, promotion, style/trends, and merchandise availability) via multi‐channels.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

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