Search results
1 – 10 of over 2000Yingxia Cao, Haya Ajjan and Paul Hong
The purpose of this paper is to understand the role of post-purchase logistic services on customer satisfaction and future purchase decision, to reveal any differences across…
Abstract
Purpose
The purpose of this paper is to understand the role of post-purchase logistic services on customer satisfaction and future purchase decision, to reveal any differences across China and Taiwan, to fill in a gap in the literature focused on post-purchase logistic activities related to shipping, return, and tracking, to provide managerial guidance in logistics for e-commerce, and to develop insights on logistic services for future research.
Design/methodology/approach
Using a validated survey instrument, 384 respondents in China and 145 respondents in Taiwan are collected. The research model is analyzed using component-based estimation approach to structural equation modeling.
Findings
The structural equation analysis of the study found that post-purchase shipping and tracking have an impact on customer satisfaction in both China and Taiwan. It also found that customer service is the most significant factor among the examined antecedents for online shoppers in China. While, return service is more important for shoppers in Taiwan. Finally, customer satisfaction played a stronger positive role for online shoppers in Taiwan as compared to their counterparts in China.
Research limitations/implications
This research extended the current literature about post-purchase logistic services in an online shopping environment with a literature-based research model and good empirical data support. However, one limitation of the study is that the data collected represents a cross-sectional sample; future research should examine longitudinal sample to study customers’ purchase intentions over time.
Practical implications
This study can help both scholars and practitioners understand the importance of tracking, return, shipping, and customer service in an online shopping environment and across countries. It provides insights on designing e-commerce relevant shipping services to satisfy and attract customers across countries.
Originality/value
The study investigated how post-purchase activities contributed to customer satisfaction in online shopping and explored the influence of customer satisfaction on future purchase intention in China and Taiwan. This is one of the first studies available in the literature to provide empirical support and managerial insights about post-purchase activities related to shipping, tracking, and returns for e-commerce with cross-regional comparison.
Details
Keywords
Hannu Saarijärvi, Hannu Kuusela and Timo Rintamäki
Delivering superior customer experiences through experiential marketing strategies has become increasingly important in food retailing. While retailers seek new sources of…
Abstract
Purpose
Delivering superior customer experiences through experiential marketing strategies has become increasingly important in food retailing. While retailers seek new sources of competitive advantage, the perspective to customer experiences should be extended from the in‐store activities to post‐purchase where the value‐in‐use of the groceries eventually actualises. In this quest for an enhanced customer experience, the possibilities provided by Internet‐based service applications have been an underexplored area of research. Towards that end, the purpose of this paper is to explore and analyse how such service applications can facilitate customers' post‐purchase experiences in the context of food retailing.
Design/methodology/approach
A case study research setting was applied focusing on an internet‐based service application that provides customers with detailed information about the healthfulness of their groceries. Altogether 456 submissions of customer feedback data and 16 customer interviews were generated and analysed. Subsequently, a typology of facilitating customers' post‐purchase food retail experiences was constructed to uncover and illustrate how the service succeeds in extending the customer food retail experience towards the customer's context.
Findings
The authors identified four types of the typology, including “Playing”, “Check‐pointing”, “Learning”, and “Goal‐orientation”. These four types can be conceptualised through the utilitarian versus hedonic dimensions and the degree of customer transformation.
Originality/value
The paper introduces internet‐based service applications as a suitable experiential marketing strategy. It offers a fresh perspective and new insight into leveraging on the capabilities of the Internet in facilitating customers' post‐purchase food retail experiences.
Details
Keywords
Amresh Kumar and Bhawna Anjaly
The advent of e-retailing has created multiple options for customers. Hence, most important concern is to identify the experience which entices customers for repurchase from the…
Abstract
Purpose
The advent of e-retailing has created multiple options for customers. Hence, most important concern is to identify the experience which entices customers for repurchase from the one particular e-retailer. This paper tries to identify the customer experience with reference to activities happening post-purchase. The purpose of this paper is to develop and validate online post-purchase customer experience (OPPCE).
Design/methodology/approach
The methodology of this scale development study starts with skimming of relevant literature to identify the knowledge gap and prepare a theoretical background for the study. Then scientific method is applied for scale creation. First, items of the scale been identified through interviews of online shoppers and marketing experts. Then the major dimensions were identified through exploratory factor analysis applied on the data collected from active shoppers, who transacted online in last six months, with the help of a structured questionnaire survey. These data are analyzed through structural equation modeling to validate the scale.
Findings
The study yields that the scale for measuring OPPCE is multi-dimensional. It has six dimensions, i.e. delivery, product-in-hand, return and exchange, customer support, benefits and feel-good factors. The proper focus on the items of these dimensions can help e-retailers improve customer experience and increase repeat purchase.
Originality/value
Post-purchase activities have a significant impact on customer and their repeat purchase intensions. But it has not received its due attention particularly in the online context. Hence, this paper fills this knowledge gap and gives e-retailers a tool to enhance their customers’ experience.
Details
Keywords
Ricardo Costa Climent, Darek M. Haftor and Soumitra Chowdhury
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.
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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
Originality/value
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.
Details
Keywords
Roderikus Agus Trihatmoko, Roch Mulyani and Intan Novela Q.A.
The purpose of this paper is twofold: detecting, describing and providing a detailed understanding on the essence of buyer responses on the channel capability in deciding new…
Abstract
Purpose
The purpose of this paper is twofold: detecting, describing and providing a detailed understanding on the essence of buyer responses on the channel capability in deciding new product purchase; and describing the effectiveness of new product innovation related to the channel capability. The new product innovation intended here is an outcome of the brand strategy created by the fast-moving consumer goods (FMCG) manufacturer.
Design/methodology/approach
This research applies qualitative method and uses grounded theory approach and pragmatism interpretation, which are focused on FMCG. The approach chosen in research is grounded theory and pragmatism, parallel to the previous phenomenology and constructivism approach; therefore, the main data for this study use transcript records of the results of in-depth interviews in the field of study.
Findings
The research showed the following results: the channel capability aspects (warehouse space, shelf space and customer coverage) are the essence of buyers’ responses; construction of business buyer behavior and economic mechanism; the effectiveness of new product innovation; and channel capabilities of selling products.
Practical implications
The results of this research have some implications: developing the concept of business buyer behavior in a new-task purchase situation; expanding the micro-economic system of trading sector; and expanding the concept of marketing mix strategy.
Originality/value
Some of the theoretical implications are the originality of this research paper; therefore, the constructs will be described theoretically in order to provide practical understanding in some contexts of business importance.
Details
Keywords
Heesup Han, Myong Jae Lee and Wansoo Kim
This paper aims to extend the knowledge of travelers’ shopping behaviors at airport duty-free stores by investigating the role of multiple quality factors, value dimensions, trust…
Abstract
Purpose
This paper aims to extend the knowledge of travelers’ shopping behaviors at airport duty-free stores by investigating the role of multiple quality factors, value dimensions, trust and satisfaction. Moreover, the influence of possible barriers to airport shopping is examined.
Design/methodology/approach
Quantitative data collection including a survey was used. A structural equation modeling was used for data analysis.
Findings
The results showed that the proposed conceptual framework provided sufficiently explained travelers’ post-purchase intentions for airport duty-free shopping. Hedonic value and trust in airport duty-free shopping were of greatest importance in determining intentions. The quality of products and physical environment also showed relative importance among cognitive drivers. The findings from the metric invariance test indicated the significant moderating impact of travelers’ perceived barriers to airport shopping. The mediating impact of study variables was also identified.
Practical implications
Findings help airport practitioners improve their knowledge of travelers’ shopping behaviors at airport duty-free stores and help them to develop efficient methods to facilitate air travelers’ commercial activities at an airport.
Originality/value
Non-aeronautical business is emerging as a means of revenue maximization in the airport industry, yet there is a lack of understanding about air travelers’ commercial activities at airports. This study filled this void through the development of sturdy framework for air travelers’ non-aeronautical commercial activities at an airport.
Details
Keywords
This paper aims to investigate whether the consumers who return a product and those who end up keeping a product after experiencing post-purchase dissonance (PPD) possess distinct…
Abstract
Purpose
This paper aims to investigate whether the consumers who return a product and those who end up keeping a product after experiencing post-purchase dissonance (PPD) possess distinct underlying characteristics.
Design/methodology/approach
Field survey study consisting of two separate surveys conducted with consumers of New York City and neighboring areas of New York and New Jersey.
Findings
Product returners and keepers exhibited disparate demographic profiles regarding gender and household income, along with ethnicity to some extent. The two groups also exhibited different predispositions with regard to confidence in the purchase decision and expectations about their purchase. Finally, returners and keepers were engaged in divergent thoughts, feelings and activities to cope with PPD.
Practical implications
The findings of this study offer marketing practitioners new knowledge and insight into understanding product returners and keepers and will assist them in developing strategies to reduce and manage increasing product returns by consumers more effectively.
Originality/value
This study is the first to present empirical evidence that product returners and keepers have distinct profiles of demographic characteristics and predispositions toward purchase. The study also has found divergent PPD coping strategies used by the two types of consumers, which exposes an obsolete understanding of PPD in the marketing literature.
Details
Keywords
V.‐W. Mitchell and Pari Boustani
Since 1960, perceived risk has been of interest to marketing academics.Their interest in the consumer decision‐making process considerablypredates this, but interest in how risk…
Abstract
Since 1960, perceived risk has been of interest to marketing academics. Their interest in the consumer decision‐making process considerably predates this, but interest in how risk varies during the process has not been so prevalent and many studies have assumed that perceived risk remains constant throughout the buying process. Tests this assumption in a study of 180 breakfast cereal shoppers, half of whom were interviewed prior to purchase and half immediately after. The results showed that risk perceptions and risk‐reducing strategy usefulness did vary between the two states. The differences were not large, but were sufficient to allow rejection of the proposed null hypothesis and to cast doubt on the assumptions made in many studies.
Details
Keywords
Superior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors that…
Abstract
Purpose
Superior functionality of smartphones makes them a potential retailing channel, despite their slow adoption. The purpose of this paper is to identify convenience factors that influence consumption experience and intention to continue shopping on a mobile phone.
Design/methodology/approach
This study was carried out on students using a survey method. This study was conducted in the National Capital Region of India due to its large and diverse population. A purposive sampling technique was used to contact 380 respondents.
Findings
The data were analysed using a structural equation model. The results indicate search and possession convenience to be positively related to consumption experience while search, evaluation and post-purchase convenience are positively related to continuance usage intention. The findings of this study provide evidence that mobile phone is an effective channel for shopping due to search, evaluation, possession and post-purchase convenience.
Research limitations/implications
This study used student population between the age group of 20 and 30 years, thereby limiting the generality of the results.
Practical implications
This study provides insights to retailers and brand managers for crafting their mobile marketing strategies.
Originality/value
This study explores and uncovers, for the first time, convenience dimensions of a mobile shopping channel across various stages of consumers’ purchase cycle.
Details
Keywords
Ruoh‐Nan Yan, Jennifer Yurchisin and Kittichai Watchravesringkan
The purpose of this paper is to investigate the effect of apparel care label information presentation formats (i.e. symbols only, text only, and the combination) and the…
Abstract
Purpose
The purpose of this paper is to investigate the effect of apparel care label information presentation formats (i.e. symbols only, text only, and the combination) and the individual trait of need for cognition on consumers' confidence in and risk perceptions about the post‐purchase activity of care of apparel items.
Design/methodology/approach
A scenario‐based experiment was conducted using a convenience sample of 275 undergraduate students for data collection. MANCOVA was conducted to test the hypotheses.
Findings
The findings of this research suggest not only that the text only format and the combination of text and symbols format are preferred to the symbols only format but also that the text only format was the most preferred among the three formats. Both the text only format and the combination format significantly increased consumers' confidence in and reduced consumers' risk perceptions about their care of apparel items.
Practical implications
The symbols only label does reduce apparel manufacturers' costs. However, because consumers may use care label information as a decision criterion for purchasing apparel items, industry practitioners need to also pay attention to the impact of end consumers' perceptions of these labels on their purchase decisions.
Originality/value
Examination of three different information presentation formats (symbols only, text only, and the combination of symbols and text) adds to the extant literature focusing on mainly two levels of formats (i.e. visual vs verbal).
Details