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Article
Publication date: 14 March 2024

Zhihui Yang and Dongbin Hu

Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a…

Abstract

Purpose

Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a comprehensive assessment of the research status and potential gaps is yet to be conducted. Thus, this study investigated the current research status of digital technology-empowered omnichannel integration, and future research directions are proposed.

Design/methodology/approach

A three-stage bibliometric analysis was conducted on 764 articles published from 2000 to 2023, cited in the Web of Science database. Furthermore, performance and thematic analyses were performed.

Findings

The most productive contributors and influential articles in this field were identified, and four themes of focus were discovered: service quality, o2o commerce, omnichannel retailing, and digital transformation.

Originality/value

To the best of our knowledge, this work is the first attempt to enable researchers to understand the vast body of published scholarship on digital technology-empowered omnichannel integration.

Details

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

Keywords

Article
Publication date: 19 March 2024

Ruchi Mishra, Rajesh Kumar Singh and Justin Paul

This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors…

Abstract

Purpose

This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors in explaining the behavioural intention of Gen Y consumers to use omnichannel service.

Design/methodology/approach

Data collected through surveys from 287 Gen Y consumers has been analysed through structural equation modelling to examine direct and mediated relationships between the constructs influencing behavioural intention to use omnichannel service.

Findings

Findings indicate that perceived ease of use, social influence, perceived trust, and personal innovativeness positively affect behavioural intention to use omnichannel service, with the result accounting for 48% of the variance. We also demonstrate that perceived value and perceived ease of use mediate the association between personal innovativeness and behavioural intention to use omnichannel service.

Research limitations/implications

The study provides valuable insights into adopting technology-based offerings for Gen Y customers. The presented model can be extended for analysing consumers' behavioural intentions by considering additional variables, such as consumer personality traits and diverse cultural settings. The study may help managers and policymakers formulate a consumer-focussed strategy to win over modern retail consumers.

Originality/value

This study explores the behavioural intention of Gen Y consumers in availing omnichannel services. Further, the study contributes to the technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT) or UTAUT2 theories that may need to be extended in the omnichannel shopping context.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 26 December 2023

Jingwen Li and Yaping Chang

Despite the increasing relevance of seamless shopping experience in an omnichannel context, research on how seamless shopping experience affects customers’ word of mouth on social…

Abstract

Purpose

Despite the increasing relevance of seamless shopping experience in an omnichannel context, research on how seamless shopping experience affects customers’ word of mouth on social media (sWOM) remains scant. Based on the attribution theory, this study aims to investigate the effects of seamless shopping experience types on customers’ sWOM intentions from the perspective of smart-shopping feelings and validated the moderation role of shopping orientation.

Design/methodology/approach

Using a data set of 301 omnichannel customers, three scenario-based experiments were conducted to address the research questions.

Findings

An efficient and interconnected experience is more likely to positively affect sWOM intentions than an inefficient but interconnected experience. Furthermore, smart-shopping feelings were found to have a significant mediating effect. For experiential-oriented shoppers, the positive relationship between an efficient and interconnected experience, smart-shopping feelings and sWOM intentions was significantly strengthened.

Originality/value

This research contributes to the sWOM and omnichannel service experience literature by investigating the influences of seamless shopping experience types on customers’ sWOM intentions. This research also provides recommendations for designing and delivering a superior, seamless shopping experience for omnichannel shoppers.

Details

Journal of Services Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 15 January 2024

Thamaraiselvan Natarajan and Deepak Ramanan Veera Raghavan

Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ…

Abstract

Purpose

Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ) on the omnichannel customer lifetime value (CLV). The mediating role of customer commitment (affective, normative and continuance) and relationship program receptiveness with the moderating role of customer relationship proneness were relied upon to better understand the omnichannel customer profitability metric (CLV).

Design/methodology/approach

The study is descriptive and relies upon the cross-sectional data collected using the self-administered structured questionnaires from 785 omnichannel shoppers. A purposive sampling technique was performed in the study. Structural equation modeling was performed using the SMART-PLS 4.0 software to analyze the data.

Findings

The results indicate that omnichannel customer commitment (affective, normative and continuance) differentially mediates the relationship between ISSQ and relationship program receptiveness, subsequently impacting the omnichannel CLV. The customer relationship proneness significantly and positively moderated the relationships between different dimensions of customer commitment and relationship program receptiveness.

Research limitations/implications

The study relied upon the cross-sectional data from the Indian population aged above 18 years for testing the proposed model. Further studies could test the model across different populations to generalize the study results.

Originality/value

This study addresses the need to investigate the omnichannel retail store customer profitability and their relationship performance with the store. By testing the customer relationship management model in the omnichannel retail store context, this study is the first to show that ISSQ will impact the customer profitability and relationship performance metric (CLV) through omnichannel customer commitment and relationship program receptiveness. The moderating effect of customer relationship proneness on a few proposed hypotheses was also tested to give managerial recommendations.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 25 December 2023

Guilherme Juliani de Carvalho, Marcio Cardoso Machado and Victor Silva Correa

This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer…

Abstract

Purpose

This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer behavior.

Design/methodology/approach

A systematic review was conducted on 111 articles (2014–2023) on Scopus using NVivo® software for content analysis.

Findings

The literature on omnichannel is fragmented between journals and lines of research, making it difficult to identify influential journals in the area and preventing effective convergence. When the perception of risk is greater than the perception of benefits, companies must understand how to mitigate the risk, so that the adoption of an omnichannel strategy is not canceled.

Research limitations/implications

The review is limited to one database and does not consider specific products/services or consumer profiles.

Originality/value

This review broadens understanding of omnichannel from a perspective neglected by researchers, namely risks and benefits and their impacts on organizational results. The model will clarify how the literature on omnichannel has evolved and instigate new research.

Details

International Journal of Retail & Distribution Management, vol. 52 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Book part
Publication date: 7 October 2020

Sandro Castaldo and Monica Grosso

  • Customers expect retail companies to adapt their strategies to their behaviour, so they should use different channels and devices in interaction;
  • Multichannel and omnichannel

Abstract

Learning Outcomes

  • Customers expect retail companies to adapt their strategies to their behaviour, so they should use different channels and devices in interaction;

  • Multichannel and omnichannel strategies represent two distinct approaches to managing relationships with the customers;

  • The key to developing a successful omnichannel strategy is to integrate channels and touch points that will create a frictionless experience for the customer;

  • Introducing omnichannel interaction requires organizational and IT changes within the company.

Customers expect retail companies to adapt their strategies to their behaviour, so they should use different channels and devices in interaction;

Multichannel and omnichannel strategies represent two distinct approaches to managing relationships with the customers;

The key to developing a successful omnichannel strategy is to integrate channels and touch points that will create a frictionless experience for the customer;

Introducing omnichannel interaction requires organizational and IT changes within the company.

Book part
Publication date: 26 November 2020

Özge Adan Gök

Besides having an important place in the daily lives of today’s consumers, technology impacts consumer behavior in variety of ways such as giving direction to their buying…

Abstract

Besides having an important place in the daily lives of today’s consumers, technology impacts consumer behavior in variety of ways such as giving direction to their buying behavior, changing the characteristics that they expect from a product and the value they perceive, and influencing their satisfaction about the product. When omnichannel marketing is analyzed in this respect, it is an important issue that should be considered for the success of the marketing activities of the enterprises. This chapter will explain the single channel first and then multichannel marketing and omnichannel marketing concepts. The potential effects of omnichannel usage on issues about consumer behavior such as brand loyalty, customer satisfaction, perceived brand value, and buying behavior will be explained in detail. Then, the characteristics of the consumers using omnichannel and the factors affecting the success of these continents in terms of both consumers and businesses will be discussed. In this chapter, omnichannel marketing application examples will also be discussed in detail.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Book part
Publication date: 26 November 2020

Ozan Karacali and Gulberk Gultekin Salman

In retail industry, it is very important that companies start to own an omnichannel approach in order provide an integrated experience. This approach is recognized as a key to…

Abstract

In retail industry, it is very important that companies start to own an omnichannel approach in order provide an integrated experience. This approach is recognized as a key to have sustainable growth for companies and brands. In this study, it is aimed to examine the application of omnichannel decisions in different marketing channels and the contributions of this approach in the strategic plans of companies to create an overall customer experience in Turkey. For this purpose, a thorough literature review was provided on different marketing channel approaches, especially retailing and wholesales. In-depth interviews with companies showed that companies in Turkey are underway to include omnichannel approach in their short-term plans to improve their sales volume, and these companies also use this approach as a positioning by creating an integrated customer experience through customer relationship management.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Abstract

Details

The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

Open Access
Article
Publication date: 27 October 2023

Suha Fouad Salem and Alshaimaa Bahgat Alanadoly

This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer…

1754

Abstract

Purpose

This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influence of return policies on the relationship between customer engagement and customer citizenship behaviour was also examined.

Design/methodology/approach

Partial least squares structural equation modelling (PLS-SEM) is used to examine the framework of the proposed study with data collected through a survey (n = 251) to examine the opinions of the respondents about the variables mentioned. The authors also assessed the proposed framework using predictive power assessment using PLS predict.

Findings

The study results reveal that customers’ experiences of integration and flexibility in omnichannel retail are positively associated with their engagement. However, customer experiences of connectivity, consistency and personalization do not appear to affect customer engagement significantly in omnichannel retail. The return policy positively moderates the relationship between customer engagement and customer citizenship behaviour in the omnichannel fashion retail context. Predictive power assessment shows that the proposed model has high prediction accuracy.

Originality/value

This study contributes to the marketing literature by investigating different dimensions of consumer experience collectively and its impact on customer engagement and citizenship behaviour. Furthermore, the study contributes to omnichannel retail in fashion industry by testing the return policy as a moderator variable on the relationship between customer engagement and citizenship behaviour.

Objetivo

Este estudio, basado en la teoría SOR, enriquece la comprensión del comportamiento cívico del cliente en el comercio minorista de moda omnicanal examinando cómo las diferentes experiencias del cliente mejoran el compromiso de éste y cómo dicho compromiso conduce al comportamiento cívico del cliente. También se examina la influencia de las políticas de devolución en la relación entre el compromiso del cliente y el comportamiento ciudadano del cliente.

Diseño/metodología/enfoque

Se utilizó la modelización PLS-SEM para examinar el marco del estudio propuesto con datos recogidos mediante una encuesta (n = 251) para examinar las opiniones de los encuestados sobre las variables mencionadas. Los autores también evaluaron el marco propuesto mediante una evaluación del poder predictivo utilizando la predicción PLS.

Conclusiones

Los resultados revelan que las experiencias de integración y flexibilidad de los clientes en el comercio minorista omnicanal se asocian positivamente con su compromiso. Sin embargo, las experiencias de los clientes de conectividad, coherencia y personalización no parecen afectar significativamente al compromiso del cliente en el comercio minorista omnicanal. La política de devoluciones modera positivamente la relación entre el compromiso del cliente y el comportamiento ciudadano en el contexto del comercio minorista de moda omnicanal. La evaluación del poder predictivo mostró que el modelo propuesto tenía una alta precisión de predicción.

Originalidad

El estudio contribuye a la literatura de marketing investigando colectivamente diferentes dimensiones de la experiencia del consumidor y su impacto en el compromiso del cliente y el comportamiento ciudadano. Además, este estudio contribuye a la venta minorista omnicanal en la industria de la moda al probar la política de devoluciones como variable moderadora de la relación entre el compromiso del cliente y el comportamiento ciudadano.

目的

本研究以 SOR 理论为基础, 通过研究不同的顾客体验如何提高顾客参与度, 以及顾客参与度如何推动顾客公民行为, 丰富了对全渠道时尚零售中顾客公民行为的理解。研究还探讨了退货政策对顾客参与和顾客公民行为之间关系的影响。

设计

本文采用 PLS-SEM 模型来检验拟议的研究框架, 并通过调查(n = 251)收集数据, 以检验受访者对上述变量的看法。作者还通过使用 PLS 预测评估预测能力, 对提出的框架进行了评估。

设计

通过调查(n = 251)收集的数据, 使用 PLS-SEM 模型来研究拟议的研究框架, 以考察受访者对上述变量的看法。作者还通过使用 PLS 预测评估预测能力, 对提出的框架进行了评估。

研究结论

研究结果表明, 顾客在全渠道零售中对整合性和灵活性的体验与他们的参与度呈正相关。然而, 顾客在连通性、一致性和个性化方面的体验似乎并未对顾客参与全渠道零售产生显著影响。退货政策对全渠道时尚零售中顾客参与和公民行为之间的关系起到了积极的调节作用。 预测能力评估表明, 所提出的模型具有较高的预测准确性。

独创性

本研究通过对消费者体验的不同维度及其对顾客参与和公民行为的影响进行综合研究, 为营销文献做出了贡献。此外, 本研究通过检验退货政策作为顾客参与和公民行为之间关系的调节变量, 为时尚行业的全渠道零售做出了贡献。

1 – 10 of over 1000