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1 |
Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing
ادغام کیفیت پویا و تجدید پذیر برای بازاریابی Omnichannel-2020 Omnichannel marketing, the notion of seamless integration between channels to provide consistent service experience
for customers, has become one of the most crucial aspects of multichannel management for companies in recent years.
Although many companies have embraced omnichannel strategies, there remains a gap of understanding factors influencing
integration quality (INQ) within all these channels. Drawing on omni and multi channel services research, this
paper develops and validates the dimensions and sub-dimensions of omnichannel integration quality. This research
further examines how the perceived INQ impacts cross-buying behavior and customer value in an omnichannel environment.
This research is based on 20 in-depth interviews, two focus group discussions (n=18) and 301 survey data
from multichannel banking customers in Australia. PLS path modeling was used to test hypothesized relations and
validate the hierarchical INQ model and its effects on outcome constructs. The findings of this research confirm that
INQ is a hierarchical construct consisting of four primary dimensions and ten sub-dimensions. Furthermore, this research
provides evidence of cross-buying intentions as a behavioral outcome of INQ, which acts as a partial mediator
between INQ and perceived value. Keywords: Service quality | Integration quality | Cross-buying intention | Omnichannel marketing | PLS hierarchical model |
مقاله انگلیسی |
2 |
The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment
تاثیر یکپارچگی کانالی روی واکنش های مشتری در خرده فروشی کانالی: تاثیر وساطتی اختیاردهی به مشتری-2018 In order to meet consumer expectations for consistent, uniform, integrated services and experiences across multiple retailing channels, many retailers have tried to create an omni-channel retailing environment through channel integration. This study investigates consumer responses in this new environment. We focus on consumer empowerment, which not only affects consumers’ perceived trust and satisfaction about their shopping experiences, but also influences their intention to purchase. Following the stimulus-organism-response (SOR) framework, we propose that channel integration promotes consumer empowerment, resulting in increased trust and satisfaction and improved consumer patronage intention. We empirically test the research framework using data collected from a major omni-channel retailer in China. Our results confirm the significant mediating effect of consumer empowerment and demonstrate consumers’ positive responses to channel integration. Our findings are also valuable for retailers to implement and evaluate their channel integration strategy.
keywords: Channel integration |Consumer empowerment |Consumer responses |SOR framework |Omni-channel retailing |
مقاله انگلیسی |