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Article
Publication date: 11 August 2022

Marcelo Lisboa Pereira, Martin de La Martinière Petroll, João Coelho Soares, Celso Augusto de Matos and Martin Hernani-Merino

This study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors…

231

Abstract

Purpose

This study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors addressed convenience and channel integration as the stimuli, the relationship among consumer empowerment, trust, satisfaction, and perceived value as the organism, and impulse buying as the response.

Design/methodology/approach

An online survey was conducted with 229 customers of a Brazilian retailer that adopts the omnichannel strategy. Data were analysed by partial least squares structural equation modelling (PLS-SEM).

Findings

Channel integration and convenience had a positive influence on consumer empowerment which, in turn, influenced customer satisfaction and trust, producing direct and indirect effects on their perception of value relative to the retailer. In addition, impulsive buying was significantly influenced by perceived value.

Practical implications

The results indicate that retailers that use the omnichannel strategy need to be alert to the factors mentioned above. The study empirically demonstrates that investing in channel integration increases customer empowerment, which will significantly improve customer trust and satisfaction and, eventually, customer impulse buying from the retailer.

Originality/value

This work contributes to the literature on marketing and consumer behaviour by identifying factors that influence consumers' impulse buying behaviour in the context of omnichannel retail. It suggests that impulse buying may be a relevant variable to understand the reaction of consumers empowered by the integration of the marketing channels and the convenience offered to them in an omnichannel retail environment.

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: 9 August 2022

Birgit Andrine Apenes Solem, Jan Ivar Fredriksen and Øystein Sørebø

Omnichannel retailing emphasises the interplay between channels to provide seamless customer experiences across shopping journeys but is challenging for retailers to…

Abstract

Purpose

Omnichannel retailing emphasises the interplay between channels to provide seamless customer experiences across shopping journeys but is challenging for retailers to implement. This research explores the necessary actions and dynamic capabilities needed of retailers to create, extend and modify the organisational resource base required for realising omnichannel retailing.

Design/methodology/approach

A qualitative exploratory design with in-depth interviews of Generation Z customers and retail firms was used to provide insights into the dynamic capabilities necessary for obtaining omnichannel retailing.

Findings

This research elaborates on the dynamic capabilities needed for omnichannel solutions related to (1) the underlying technology (i.e. develop an Enterprise Resource Planning (ERP) system and online store), (2) customer experience optimisation (i.e. develop product delivery, return routines, supply chain management, curated exhibitions, showrooms and pop-up stores), (3) internal and external collaboration (i.e. collaborate across business units, strengthening the core leadership team and collaborate and align with service ecosystem partners and (4) overall omnichannel functionality (i.e. establish a customer-oriented retail culture, and integrate marketing communication and customisation through data exploration).

Originality/value

This research enriches the retailing literature on omnichannel solutions and responds to the need for theoretical anchoring by applying the dynamic capability perspective to address actions useful for realising omnichannel retailing.

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: 2 August 2022

Yang Li, Ran Tan and Xiang Gong

This study aims to investigate the psychological mediating mechanisms through which omnichannel integration affects customer word-of-mouth (WOM) behaviors in omnichannel retailing.

Abstract

Purpose

This study aims to investigate the psychological mediating mechanisms through which omnichannel integration affects customer word-of-mouth (WOM) behaviors in omnichannel retailing.

Design/methodology/approach

Guided by prior omnichannel retailing studies, the authors identify taxonomy of customer WOM behaviors with three archetypes, namely, face-to-face WOM, online store WOM, and social media WOM. Then, the authors draw on social exchange theory (SET) to explain how omnichannel integration influences customer WOM behaviors through the mediating roles of perceived personal preference fit and perceived social relatedness. The authors empirically tested the model using structural equation modeling and multiple mediation analysis with a field survey of 335 omnichannel customers.

Findings

Perceived personal preference fit positively influences face-to-face WOM and social media WOM, whereas perceived social relatedness is positively associated with face-to-face WOM, online store WOM, and social media WOM. Furthermore, transactional integration and relational integration positively affect perceived personal preference fit, whereas relational integration has a positive effect on perceived social relatedness. Finally, perceived personal preference fit mediates the effects of transactional integration and relational integration on face-to-face WOM and social media WOM. Perceived social relatedness mediates the effects of relational integration on face-to-face WOM, online store WOM, and social media WOM.

Originality/value

The authors' study advances the omnichannel retailing literature by proposing a taxonomy of customer WOM behaviors in omnichannel retailing and identifying the mediating mechanisms through which omnichannel integration influences customer WOM behaviors.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 15 August 2022

Yaping Chang and Lixiao Geng

This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.

Abstract

Purpose

This study explores customers' omnichannel continuance intention from the perceived value perspective and examines the differences between planned and unplanned purchases.

Design/methodology/approach

A survey method was used to collect data from 311 omnichannel customers. The research model was tested by employing structural equation modelling.

Findings

The results indicate that perceived values, namely, utilitarian, hedonic and social value, positively affect customers' omnichannel continuance intention through attitude. Hedonic value is the main demand of omnichannel customers. Purchase plan plays a moderating role in the relationships between perceived values and attitude. Specifically, the effect of utilitarian value on attitude is greater for unplanned purchases than for planned purchases, whilst the effects of hedonic and social value have no difference between planned and unplanned purchases.

Practical implications

The findings provide guidelines for omnichannel retailers' channel integration and customer value proposition. Retailers should provide more hedonic and social value in customers' entire shopping process through channel integration and consider customers' purchase plan when providing utilitarian value.

Originality/value

This study contributes to the literature on omnichannel customer behaviour by identifying new influential factors that impact customers' omnichannel choice. It also extends the application of the theory of consumption values to omnichannel shopping and identifies the role of purchase plan in value offerings.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
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…

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.

Article
Publication date: 18 May 2022

Lixiao Geng and Yaping Chang

This study aims to examine the factors that motivate consumers’ omnichannel continuance intention from the utilitarian value perspective and to test the moderating role of…

Abstract

Purpose

This study aims to examine the factors that motivate consumers’ omnichannel continuance intention from the utilitarian value perspective and to test the moderating role of product involvement.

Design/methodology/approach

Structural equation modeling was used to analyze the research model with data on 382 omnichannel consumers.

Findings

Three perceived utilitarian value dimensions – quality, monetary savings and convenience – positively influence consumers’ omnichannel continuance intention through their attitudes. Convenience is the main driver of consumers’ omnichannel shopping. Moreover, the effect of perceived quality on attitude is greater for consumers with low rather than high product involvement.

Research limitations/implications

This study refines the research on omnichannel consumer behavior, adds to the factors known to influence consumers’ omnichannel selection and identifies the critical role of product involvement in retaining consumers. However, it only investigates the basic dimensions of perceived utilitarian value and does not distinguish between types of omnichannel services. Future research can expand upon consumer intention by considering more utilitarian values and omnichannel services.

Practical implications

Omnichannel retailers should consider the significance of these findings in guiding consumer retention and channel integration. Specifically, they may suggest more convenient methods for shopping and measures of consumer product involvement to provide utilitarian value.

Originality/value

This study adds to the literature on omnichannel selection by investigating consumers’ continuance intention. Analyzing the effects of utilitarian value extends prior research on information systems, channel integration, supply chain management and consumer experience.

Details

Baltic Journal of Management, vol. 17 no. 4
Type: Research Article
ISSN: 1746-5265

Keywords

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

Article
Publication date: 17 May 2022

Javier Alonso-Garcia, Federico Pablo-Marti, Estela Núñez-Barriopedro and Pedro Cuesta-Valiño

The purpose of this paper is to establish a reference model that will allow us to understand the factors that influence the omnichannel management of an organization in a…

Abstract

Purpose

The purpose of this paper is to establish a reference model that will allow us to understand the factors that influence the omnichannel management of an organization in a business-to-business (B2B) context.

Design/methodology/approach

In building the model, a partial least squares structural equation modeling approach was followed. More than 1,000 executives with a C-level profile (chief executive officer, chief marketing officer or chief digital officer), from manufacturers and wholesalers, in various industries worldwide were contacted. The final sample consisted of 124 C-level executives in multinational B2B companies from 35 countries worldwide.

Findings

The principal finding is that optimal omnichannel management must involve a customer-centric proposition forming the basis for individualized marketing that tailors the company’s portfolio of solutions to suit each client. To ensure this, customer knowledge at each touchpoint is essential. The results show that the main predictor of B2B omnichannel management is sales and marketing, even above channels. The principal conclusions are that the model shows that good omnichannel performance is measured by the performance of the industrial buyer. Loyalty and experience are primary measures of this customer’s performance.

Originality/value

Research into omnichannel management in the B2B field is scarce, especially concerning the creation of models for decision-making.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

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…

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

Article
Publication date: 17 June 2022

Pietro De Giovanni

This paper aims to analyze the benefits of the blockchain to the circular economy (CE), which is composed of both closed-loop supply chain (CLSC) systems and reverse…

Abstract

Purpose

This paper aims to analyze the benefits of the blockchain to the circular economy (CE), which is composed of both closed-loop supply chain (CLSC) systems and reverse omnichannel solutions. By ensuring transparency, traceability, visibility and security, the blockchain allows firms to acquire operational capabilities through a CLSC and service capabilities through a reverse omnichannel, which can boost business performance considerably. The related network of relationships can be reinforced by establishing incentives, which entail both smart contracts in the blockchain and active return approaches in CE.

Design/methodology/approach

After identifying the boundaries of the theoretical framework, several research hypotheses are developed according to the literature review and emerging gaps. These gaps link to the impact of the blockchain on CE systems (CLSC and reverse omnichannel), as well as the influence on business performance. The hypotheses are then tested using structural equation modeling and adopting a partial least squares-path modeling technique on a dataset composed of 157 firms. Finally, multigroup analysis is used to test the impact of incentives on the research hypotheses.

Findings

The blockchain facilitates a more efficient CE system, although reverse omnichannel solutions seldom bring any benefits to performance. The shift from a passive to an active return approach must be carefully evaluated. The CLSC network can benefit from an active return approach by developing appealing incentives for collectors and enhancing the positive effects of the blockchain. In contrast, consumer incentives can have detrimental effects on the blockchain. Various combinations of incentives can only bring a few business performance increases, while collector incentives are vital to reinforce the CE system's operational and service capabilities.

Originality/value

This paper takes a new approach toward the study of CE, which considers a dual circular system composed of a CLSC and a reverse omnichannel. The research explores whether the adoption of blockchain technology enables better return processes by improving the operations in CLSC and services in reverse omnichannel. Finally, this is the first empirical work to evaluate the benefits emerging from incentives, which can activate smart contracts in the blockchain and enable active return approaches in CE.

Details

International Journal of Operations & Production Management, vol. 42 no. 7
Type: Research Article
ISSN: 0144-3577

Keywords

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