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Article
Publication date: 9 July 2021

Angelica Blom, Fredrik Lange and Ronald L. Hess

This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping…

Abstract

Purpose

This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping goal-incongruent and monetary vs non-monetary promotions) and if the effect on satisfaction is mediated by service excellence. In addition, this paper examines whether consumers respond differently to these promotions when shopping for utilitarian or hedonic products or when they have an inherent utilitarian or hedonic shopping motivation.

Design/methodology/approach

Two online shopping scenario experiments are conducted. Study 1 (n = 1,034) differentiates effects of omnichannel promotions between hedonic and utilitarian product categories. Study 2 (n = 345) contrasts hedonic and utilitarian shopping motivation in the same product category.

Findings

The findings in this paper demonstrate positive effects from both presenting a shopping goal congruent and a monetary promotion in an omnichannel setting on customer satisfaction. The positive effects are explained by service excellence and are demonstrated to be attenuated in the hedonic product category and for consumers with a hedonic shopping motivation.

Research limitations/implications

The effect of omnichannel promotions was demonstrated using a scenario-based experimental approach, future research should use field experiments.

Practical implications

The findings in this paper demonstrate practical implications for a retailer who wishes to optimize its omnichannel promotion strategy across channels and touchpoints.

Originality/value

To date there is little directions for retailers on how to optimize their omnichannel promotion strategy. This paper contributes to research and practice by demonstrating that shopping goal-congruent promotions (vs in-congruent) and monetary promotions (vs non-monetary) increase customer satisfaction more in an omnichannel context. The effects are enhanced for utilitarian (vs hedonic) products/shopping motivation.

Details

European Journal of Marketing, vol. 55 no. 13
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 28 July 2021

Kala Mahadevan and Sujata Joshi

The purpose of this paper is to review the extant research literature on omnichannel retailing and map the research trends in this field through a bibliometric analysis…

Abstract

Purpose

The purpose of this paper is to review the extant research literature on omnichannel retailing and map the research trends in this field through a bibliometric analysis and network visualization exercise.

Design/methodology/approach

This paper employs bibliometric analysis techniques on research literature retrieved from the Scopus and Web of Science databases over the period 2013–2020 and assesses indicators such as research production and citation trends, top contributing authors, countries, journals and organizations through tools offered by the Scopus/Web of Science databases as well as Biblioshiny. A network visualization analysis of patterns such as keyword co-occurrences and co-authorship linkages between contributing countries has been investigated through the use of VOSviewer.

Findings

The bibliometric analysis indicates that research in this field is currently dominated by USA and China with Germany and UK also being key contributors. The analysis has indicated that the field of omnichannel retailing straddles multiple domains such as logistics, distribution, operations and consumer behavior, thereby offering significant future scope for research linking omnichannel retailing with these subject areas.

Originality/value

This study maps the structure of research done in the field of omnichannel retailing and outlines the key contributors in terms of authors, journals and organizations that can serve as an input for future research. The study also identifies possible avenues for future research in the knowledge domain of omnichannel retailing.

Details

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

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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.

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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

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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

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Book part
Publication date: 26 November 2020

Raife Meltem Yetkin Özbük, Duygu Aydin Ünal and Büşra Oktay

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this…

Abstract

There have been significant developments in the field of retailing with digitalization. One of these developments is the emergence of omnichannel retailing. Although this has affected both firms and consumers considerably, the literature is dominated by the studies dealing with omnichannel retailing from the firms’ perspectives. The studies dealing with omnichannel retailing from the consumers’ perspectives have recently begun to attract the attention of researchers. For this reason, this study conducted a literature review to examine various consumer behaviors mentioned in the studies aimed at explaining consumer behaviors in the omnichannel retailing context. The distribution of these studies according to years and journals, research methods used, theories adopted, and the related five-stage consumer decision-making stages are summarized. Additionally, this review addresses future research avenues.

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

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Article
Publication date: 31 December 2020

Angelina Nhat Hanh Le and Xuan-Doanh Nguyen-Le

The purpose of the paper is to create a well-integrated and unified customer experience anytime, anywhere, through any channel is the leading objective of omnichannel

Abstract

Purpose

The purpose of the paper is to create a well-integrated and unified customer experience anytime, anywhere, through any channel is the leading objective of omnichannel retailers. Scholars advocate the crucial role of channel integration quality (CIQ)–specifically its components of channel-service configuration and integrated interactions–in formulating the customer experience, which in turn determines their patronage intention. However, a dearth of research exists on the dynamic nature of this particular mechanism. The potential mediating and moderating effects of customer empowerment and Internet usage have hardly been considered at all in the context of omnichannel retailing. These research gaps will be addressed in this study.

Design/methodology/approach

Based on a data set of 312 omnichannel customers, the partial least square–structural equation model (PLS-SEM) was employed to test the hypothesised relationships.

Findings

The results reveal the dynamic mechanism in which channel-service configuration and integrated interactions are the key factors that not only directly enable omnichannel retailers to deliver customers with a seamless shopping experience but also empower customers to shape their own consumption experiences. The findings also demonstrate the contingency role of consumers' Internet usage in such a dynamic mechanism. Finally, the notion that a strong customer experience increases their intention for patronage is supported by the empirical evidence.

Originality/value

This study contributes to the existing literature by quantitatively examining the moderated mediating mechanism of forming customer experience and its subsequent patronage behaviour in the context of omnichannel retailers.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 5
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 28 December 2020

Ruchi Mishra

The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms.

Abstract

Purpose

The study aims to identify and analyse complex interrelationships among factors influencing omnichannel retailing adoption in Indian apparel firms.

Design/methodology/approach

The study applies an integrated interpretive structural modelling (ISM) and decision-making trial and evaluation laboratory (DEMATEL) approach for understanding the hierarchical and contextual relationship structure among the factors influencing omnichannel retailing adoption.

Findings

The integrated ISM–DEMATEL approach identifies that financial commitment is the most crucial factors followed by technological capability, training and development, performance metrics, supportive organisational structure, collaboration and knowledge sharing, offline–online information aggregation and integrated technological platform. Also, the study reveals that financial commitment and supportive organisational structure impact the majority of factors but are affected by only a few factors.

Research limitations/implications

Unlike previous studies, this study suggests an alternate approach to theory building emerging from the various factors that could be considered while developing omnichannel retailing.

Practical implications

Practitioners should pay close attention to leading factors that influence the adoption of omnichannel retailing, namely, financial commitments, supportive organisational structure, technological capability, integrated technological platform and training and development rather than focusing on significant receivers, such as warehouse management and assortment management.

Originality/value

The integrated approach of ISM-DEMATEL offers a hierarchical model and cause–effect relationship among factors influencing omnichannel retailing adoption.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 29 October 2020

Jorge Luiz Gayotto de Borba, Mauricio Rodrigues de Magalhães, Raquel Stefan Filgueiras and Marina Bouzon

Performing retailing in a complete omnichannel manner is not a simple task, and it considerably increases the complexity of supply chain management operations. This paper…

Abstract

Purpose

Performing retailing in a complete omnichannel manner is not a simple task, and it considerably increases the complexity of supply chain management operations. This paper aimed at identifying the barriers hindering efficient management of a return channel in this type of retail.

Design/methodology/approach

A systematic literature review procedure was used, including descriptive and content analysis of results. The review was performed using four academic databases. Applicable barriers were categorized thematically, a conceptual framework was proposed and future research avenues were drawn.

Findings

The contribution of this paper comprises a theoretical description of reverse logistics applied to omnichannel retail, the identification of the return barriers in omnichannel and a conceptual framework for a holistic view of the problem. In all, 43 barriers were identified including high investments, product restocking, additional transportation costs and poor communication.

Research limitations/implications

The link between reverse logistics and omnichannel area is recent and publications are still scarce, so the newness of this study limits the opportunity for further deepening or more robust validation of the results.

Practical implications

The results offered may be used by managers in the areas of retail and supply chain management in general in order to reduce the natural complexity in omnichannel environment.

Originality/value

Regarding previous literature on omnichannel retail, only a few works consider the after-sales stage. This work intended to pave the way in this poorly explored intersection (reverse logistics and omnichannel) by presenting a conceptual framework to classify various barriers in omnichannel retail return.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 1
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 22 October 2020

Juan Wang, Bowen Zheng and Hefu Liu

Omnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal…

Abstract

Purpose

Omnichannel retail are catching increasing attention from multiple research area, due to its widespread and essential application in retailing industry. The principal object of this paper is to systematically review current studies on omnichannel retail in information systems, operations and marketing research area. Further, the second purpose of this study is to provide insights and guides on omnichannel research to facilitate advance research in the area.

Design/methodology/approach

A systematic review on omnichannel retail in retailing industry has been conducted. 33 research articles from 2014 to 2020 from Financial Times 50 journals (FT 50 journals) were identified to be reviewed. The articles were reviewed on the basis of study area namely: information systems, operations and marketing. These research areas were further divided into subcategories to provide in-depth and crystal clear review of literature.

Findings

The review outcome showed that omnichannel topics are active in management studies. There are three main research areas: information systems, operations management and marketing. This study found that IT enhances channel capabilities and expands demand in omnichannel retail; operations can be better optimized based on understanding of cross-channel interactions, product category and retailer types; consumer heterogeneity, product category, channel capabilities and retailer type are all found to contribute to complexities of omnichannel marketing.

Originality/value

This study provides a pioneering review to gauge the updated literature concerned with omnichannel research in terms of IT, operations and marketing perspective. Further, a systematic literature review provides insights and guides for future significant studies on potential research subjects.

Details

Industrial Management & Data Systems, vol. 121 no. 1
Type: Research Article
ISSN: 0263-5577

Keywords

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