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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.

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.

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.

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.

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.

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.

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.

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.

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。

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。

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。

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。

The study aims to propose a comprehensive overview of the Omnichannel phenomenon by identifying its theoretical foundations as well as future research directions.

In order to systematize Omnichannel-centered contributions and identify future research directions for post-Covid-19, this study adopted a mixed-method study, combining a systematic literature review, a bibliometric co-citation analysis and a panel discussion by field experts.

In Study 1, the authors traced extant literature on Omnichannel back to its theoretical foundations, which led to the identification of four research areas in which the concept of Omnichannel is rooted. Contributions pertaining to the aforesaid research areas were discussed and submitted to a panel of experts (Study 2) after the lockdown periods. The experts gave various insights into both the past and future of Omnichannel research. Finally, a framework synthesizing theoretical foundations of Omnichannel, literature gaps and opportunities for future research is provided.

To our knowledge, this is the first attempt to combine mixed methods study in Omnichannel research and to involve a panel of experts in order to discuss the findings of a literature review and evaluate future research directions. This choice allowed us to investigate both incumbent academic and managerial challenges raised by Omnichannel and to provide guidance for the post-pandemic recovery.

This research investigates the effects that blockchain exerts on omnichannel solutions and logistics strategies with the aim of solving the last mile issues and improving performance.

Research hypotheses are developed according to the literature review and the related gaps. Then, the hypotheses are tested using structural equation modelling and adopting a partial least squares – path modelling technique on a dataset composed of 157 firms.

Blockchain technology alone is not an effective driver in solving last mile issues and improving performance. Rather, it exerts a positive contribution to both omnichannel and logistics. However, omnichannel is not effective in managing last mile problems and increasing performance without the support of other practices. Firms need to implement a strong logistics system to manage the last mile and get high performance, which can be then reinforced through blockchain and omnichannel solutions.

This research investigates the novel wave of research on blockchain and its impact on logistics management and omnichannel. It combines these ingredients to address the issues of last mile and improve the economic performance. The research provides an empirical verification of a new research stream that currently lacks empirical support.

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.

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.

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.

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.

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.

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.

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.

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

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

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.

Recent studies have highlighted the importance of adopting a contingency approach to configuring omnichannel warehouses. Nonetheless, research on how various contextual factors influence the selection of warehouse configuration is scarce. This study fills this knowledge gap by exploring how and why certain configurations fit in different omnichannel contexts.

A case study is conducted with six leading Swedish omnichannel retailers. Focusing on outbound warehouse configurations, data are collected through interviews, on-site observations, and secondary sources. A multistep analysis is made, including both pattern matching and explanation building.

The qualitative analysis reveals 16 contextual factors, of which assortment range, requested online order fulfillment times, goods size and total transactions are the most influential. The study shows how contextual factors create different challenges, thereby influencing the choice of the configurations. In addition to market dynamics and task complexity, the study describes four categories of the factors and related challenges that are particularly important in omnichannels: speed, space, economies of scale and tied-up capital.

The findings highlight the importance of understanding context and imply that multiple challenges may require trade-offs when selecting configurations, for example, regarding what storage, processes and resources to integrate or separate. To confirm, extend, challenge and further operationalize the ideas and observations put forward in this paper, an agenda with future research issues is given for this accelerating, contemporary phenomenon.

Managers could leverage the frameworks proposed for the contextual profiling of their current and future positions. The frameworks provide support for understanding the important challenges and potential trade-offs and developing aligned configurations.

This study is original in the way it provides in-depth, case study findings about contextual factors and their influence on omnichannel warehouse configuration.

With the growing economic impact of e-commerce and the increasing trend of omnichannel mode, more considerate services can be provided to customers. This paper aims to explore the optimal practice of business strategies and enrich the research content of marine tourism omnichannel.

This paper studies the optimal practice of bundling pricing and service effort strategies between two tourism suppliers (TSs) and a travel agent (TA) who distributes complementary products in marine tourism omnichannel considering joint efforts of both sides. This study develops five models by Stackelberg and Nash game and introduces the revenue-sharing contract. All outcomes/results are analyzed and the corresponding numerical and sensitivity analyses are conducted to derive more managerial implications and business insights.

The main findings show that bundling price is directly proportional to inter-channel integration coefficient and service effort level coefficient, and inversely proportional to the price elasticity coefficient. TA tends to provide a higher level of service effort than TSs when TA plays a dominant role. Improving the service effort level unduly leads to a decline in profits. Moreover, TSs and TA can reach a win-win situation under the coordination mechanism and the marine tourism omnichannel can achieve the best performance.

A novel and useful approach towards joint equilibrium decisions of bundle pricing and service efforts in marine tourism omnichannel with complementary tourism products under different operational strategies is proposed.

The purpose of this paper is to investigate the omnichannel practices to porpose a conceptual overview to offer guidance on how to handle their inherent complexities.

This study is based on a literature review of more than 100 academics papers about the multichannel practices and omnichannel practices in the global market.

To this end, this paper identifies and addresses three limitations of the contemporary omnichannel literature: the failure to articulate the sources of value creation generated by omnichannel practices, the conception of omnichannel as targeting a single customer actor only and the static conception of omnichannel practices. In response to these limitations, this study offers the following: four sources of value creation based on the business model concept, a multi-actor customer conception, where several actors partake in the overall purchase decision and an evolutionary notion of omnichannel practices in terms of their constitution and use as part of the overall evolution of a marketplace

The framework presented in this paper provides a map to take new research beyond its current boundaries and an audit tool to help managers identify their firm’s current omnichannel situation, including limitations and opportunities for further development.

This study aims to present the path-to-purchase of omni micro-resellers in affordable fashion shopping centers and differentiates them from the existing knowledge of end-user’s purchase journey. Furthermore, the study aims to explore the omnichannel readiness for Micro and Small Enterprises (MSEs) merchants to provide a seamless experience for the micro-resellers.

This study adopted an ethnographic approach to gain deep insights into the unexplored omni journey of micro-resellers, using multiple techniques and respondent types in various locations.

Findings reveal that the journey of omni micro-reseller is not the same as the end-user's purchase journey. The new value needed in every path-to-purchase is an essential knowledge that helps MSE merchants in serving micro-resellers. MSE merchants' readiness is assessed by their ability to provide the best customer experience for their buyers, consisting of six omnichannel experience dimensions: researching, purchase-payment, shipping, omnichannel testing, return goods experience and relationship building.

Using the Engel-Kollat-Blackwell (EKB) decision-making model, this study develops the path-to-purchase of omnichannel micro-resellers. The new readiness dimensions developed in this study are set as a potential measurement tool.

It provides new insights to benefit MSE merchants and the institutions responsible for enhancing merchant quality.

This study focuses on micro-resellers in the MSEs environment, the prominent buyers of affordable fashion in developing countries, which is a novelty of the study. Moreover, unlike previous studies that have focused on large and medium merchants, this study concentrates on MSE merchants. To the best of the authors’ knowledge, this study is one of the first studies to highlight ways to measure MSE merchants omnichannel readiness.

This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction).

The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia).

The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction.

The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry.

This research suggests that three components of IMC should be applied together towards enhancing the customer's positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service.

The shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction.