Cross-Channel Integration and Customer Experience in Omnichannel Retail Services

Published Online:https://doi.org/10.1287/serv.2022.0308

References

  • Anderson JC, Gerbing DW (1988) Structural equation modeling in practice: a review and recommended two-step approach. Psychol. Bull. 103(3):411–423.CrossrefGoogle Scholar
  • Andreini D, Pedeliento G, Zarantonello L, Solerio C (2018) A renaissance of brand experience: Advancing the concept through a multi-perspective analysis. J. Bus. Res. 91:123–133.CrossrefGoogle Scholar
  • Baal S (2014) Should retailers harmonize marketing variables across their distribution channels? An investigation of cross-channel effects in multi-channel retailing. J. Retailing Consum. Serv. 21:1038–1046.CrossrefGoogle Scholar
  • Babin BJ, Darden WR, Babin LA (1998) Negative emotions in marketing research: Affect or artifact? J. Bus. Res. 42:271–285.CrossrefGoogle Scholar
  • Bagdare S, Jain R (2013) Measuring retail customer experience. Int. J. Retail Distrib. Management 41(10):790–804.CrossrefGoogle Scholar
  • Bapat D, Thanigan J (2016) Exploring relationship among brand experience dimensions, brand evaluation and brand loyalty. Glob. Bus. Rev. 17(6):1357–1372.CrossrefGoogle Scholar
  • Barney J (1991) Firm resources and sustained competitive advantage. J. Management 17(1):99–120.CrossrefGoogle Scholar
  • Becker L, Jaakkola E (2020) Customer experience: fundamental premises and implications for research. J. Acad. Marketing Sci. 48:630–648.CrossrefGoogle Scholar
  • Benoit S, Klose S, Ettinger A (2017) Linking service convenience to satisfaction: dimensions and key moderators. J. Serv. Marketing 31(6):527–538.CrossrefGoogle Scholar
  • Berry LL, Seiders K, Grewal D (2002) Understanding service convenience. J. Marketing 66(3):1–17.CrossrefGoogle Scholar
  • Bèzes C (2021) At the source of integrated interactions across channels. Internat. J. Retail Distrib. Manag. 49(7):899–918.CrossrefGoogle Scholar
  • Brakus JJ, Schmitt BH, Zarantonello L (2009) Brand experience: what is it? How is it measures? Does it affect loyalty? J. Marketing 73:52–68.CrossrefGoogle Scholar
  • Cao L, Li L (2015) The impact of cross channel integration on retailers’ sales growth. J. Retailing 91(2):198–216.CrossrefGoogle Scholar
  • Choi Y, Thoeni A, Kroff MW (2018) Brand actions on social media: Direct effects on electronic word of mouth (eWOM) and moderating effects of brand loyalty and social media usage intensity. J. Relationsh. Marketing 17(1):52–70.CrossrefGoogle Scholar
  • Chung K, Youn C, Lee Y (2014) The influence of luxury brands’ cross-border acquisition on consumer brand perception. Cloth. Text. Res. J. 32(4):219–234.CrossrefGoogle Scholar
  • Cleff T, Lin IC, Walter N (2014) Can you feel it? The effect of brand experience on brand equity. IUP J. Brand Management 11(2):7–22.Google Scholar
  • Coelho F, Easingwood C (2003) Multiple channel structures in financial services: a framework. J. Financ. Serv. Marketing 8(1):22–34.CrossrefGoogle Scholar
  • Cotarelo M, Calderón H, Fayos T (2021) A further approach in omnichannel LSQ, satisfaction and customer loyalty. Int. J. Retail Distrib. Management 49(8):1133–1153.CrossrefGoogle Scholar
  • Cronin JJ, Brady MK, Hult GTM (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. J. Retailing 76(2):193–218.CrossrefGoogle Scholar
  • Ding CG, Tseng TH (2015) On the relationships among brand experience, hedonic emotions, and brand equity. Eur. J. Marketing 49(7/8):994–1015.CrossrefGoogle Scholar
  • Emrich O, Paul M, Rudolph T (2015) Shopping benefits of multichannel assortment integration and the moderating role of retailer type. J. Retailing 91(2):326–342.CrossrefGoogle Scholar
  • Frasquet M, Miquel MJ (2017) Do channel integration efforts pay-off in terms of online and offline customer loyalty? Int. J. Retail Distrib. Management 45(7/8):859–873.CrossrefGoogle Scholar
  • Galipoglu E, Kotzab H, Teller C, Yumurtaci Hüseyinoglu IÖ, Pöppelbuß J (2018) Omni-channel retailing research – state of the art and intellectual foundation. Int. J. Phys. Distrib. Logist. Management 48(4):365–390.CrossrefGoogle Scholar
  • George D, Mallery P (2003) SPSS for Windows Step By Step: A Simple Guide and Reference 11.0 Update. (Allyn & Bacon, Boston, MA)Google Scholar
  • Goersch D (2002) Multi-channel integration and its implications for retail web sites. Proceedings of the 10th European Conference on Information System, ECIS, Wrycza S, ed., pp. 748–758.Google Scholar
  • Grewal D, Baker J, Levy M, Voss GB (2003) The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. J. Retailing 79:259–268.CrossrefGoogle Scholar
  • Hair JF, Black WC, Babin BJ, Anderson RE (2010), Multivariate Data: A Global Perspective, vol. 7 (Pearson Education, Inc., Upper Saddle River, NJ).Google Scholar
  • Heiman A, Reardon T, Zilberman D (2022) The effects of COVID-19 on the adoption of “On-the-Shelf Technologies”: Virtual dressing room software and the expected rise of third-party reverse-logistics. Serv. Sci. 14(2):179–194.LinkGoogle Scholar
  • Herhausen D, Binder J, Schoegel M, Herrmann A (2015) Integrating bricks with clicks: retailer-level and channel-level outcomes of online-offline channel integration. J. Retailing 91(2):309–325.CrossrefGoogle Scholar
  • Hsieh Y, Roan J, Pant A, Hsieh J, Chen W, Lee M, Chiu H (2012) All for one but does one strategy work for all? Building consumer loyalty in multi-Channel distribution. Management Serv. Qual. 22(3):310–335.CrossrefGoogle Scholar
  • Iglesias O, Markovic S, Rialp J (2019) How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. J. Bus. Res. 96:343–354.CrossrefGoogle Scholar
  • Jocevski M, Arvidsson N, Miragliotta G, Ghezzi A, Mangiaracina R (2019) Transitions towards omni-channel retailing strategies: a business model perspective. Internat. J. Retail Distrib. Management 47(2):78–93.CrossrefGoogle Scholar
  • Kazancoglu I, Aydin H (2018) An investigation of consumers’ purchase intentions towards omni-channel shopping: A qualitative exploratory study. Internat. J. Retail Distrib. Management 46(10):959–976.CrossrefGoogle Scholar
  • Khan I, Fatma M (2017) Antecedents and outcomes of brand experience: an empirical study. J. Brand Management 24(5):439–452.CrossrefGoogle Scholar
  • Khan I, Rahman Z (2015) Brand experience anatomy in retailing: an interpretive structural modeling approach. J. Retailing Consum. Serv. 24:60–69.CrossrefGoogle Scholar
  • Kollmann T, Kuckertz A, Kayser I (2012) Cannibalization or synergy? Consumers’ channel selection in online–offline multichannel systems. J. Retailing Consum. Serv. 19(2):186–194.CrossrefGoogle Scholar
  • Kwon W, Lennon SJ (2009) Reciprocal effects between multichannel retailers’ offline and online brand images. J. Retailing 85(3):376–390.CrossrefGoogle Scholar
  • Le ANH, Nguyen-Le XD (2021) A moderated mediating mechanism of omnichannel customer experiences. Internat. J. Retail Distrib. Management 49(5):595–615.CrossrefGoogle Scholar
  • Lee ZWY, Chan TKH, Chong AYL, Thadani DR (2019) Customer engagement through omnichannel retailing: the effects of channel integration quality. Ind. Marketing Management 77:90–101.CrossrefGoogle Scholar
  • Lemke F, Clark M, Wilson H (2011) Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. J. Acad. Marketing Sci. 39:846–869.CrossrefGoogle Scholar
  • Lemon KN, Verhoef PC (2016) Understanding customer experience throughout the customer journey. J. Marketing 80(6):69–96.CrossrefGoogle Scholar
  • Lloyd AE, Chan RYK, Yip LSC, Chan A (2014) Time buying and time saving: effects on service convenience and the shopping experience at the mall. J. Serv. Marketing 28(1):36–49.CrossrefGoogle Scholar
  • Mathwick C, Malhotra N, Rigdon E (2001) Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. J. Retailing 77(1):39–56.CrossrefGoogle Scholar
  • Morgan-Thomas A, Veloutsou C (2013) Beyond technology acceptance: brand relationships and online brand experience. J. Bus. Res. 66:21–27.CrossrefGoogle Scholar
  • Nikhashemi SR, Jebarajakirthy C, Nusair K (2019) Uncovering the roles of retail brand experience and brand love in the apparel industry: non-linear structural equation modelling approach. J. Retailing Consum. Serv. 48:122–135.CrossrefGoogle Scholar
  • Ofir C, Simonson I (2007) The effect of stating expectations on customer satisfaction and shopping experience. J. Marketing Res. 44(1):164–174.CrossrefGoogle Scholar
  • Oh L, Teo H, Sambamurthy V (2012) The effects of retailer channel integration through the use of information technologies on firm performance. J. Oper. Management 30:368–381.CrossrefGoogle Scholar
  • Oliver RL (1980) A cognitive model of the antecedents and consequences of satisfaction decisions. J. Marketing Res. 17(November):460–469.CrossrefGoogle Scholar
  • Paik H, Lee JH (2021) Analytical framework, typology and retail experience design process for integrated relational brand experience. Int. J. Retail Distrib. Management 49(4):466–490.CrossrefGoogle Scholar
  • Pan Y, Zinkhan GM (2006) Determinants of retail patronage: a meta-analytical perspective. J. Retailing 82(3):229–243.CrossrefGoogle Scholar
  • Park CW, MacInnis DJ, Priester J, Eisingerich AB, Iacobucci D (2010) Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. J. Marketing 74(6):1–17.CrossrefGoogle Scholar
  • Pham MT (2004) The logic of feeling. J. Consum. Psychol. 14(4):360–369.CrossrefGoogle Scholar
  • Pham MT, Cohen JB, Pracejus JW, Hughes GD (2001) Affect monitoring and the primacy of feelings in judgment. J. Consumer Res. 28(2):167–188.CrossrefGoogle Scholar
  • Ramaseshan B, Stein A (2014) Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. J. Brand Management 21(7):664–683.CrossrefGoogle Scholar
  • Rose S, Clark M, Samouel P, Hair N (2012) Online customer experience in e-retailing: an empirical model of antecedents and outcomes. J. Retailing 88(2):308–322.CrossrefGoogle Scholar
  • Ruiz-Molina ME, Gómez-Borja M-Á, Mollá-Descals A (2021) Can offline–online congruence explain online loyalty in electronic commerce? Internat. J. Retail Distrib. Management 49(9):1271–1294.CrossrefGoogle Scholar
  • Savastano M, Bellini F, D’Ascenzo F, De Marco M (2019) Technology adoption for the integration of online–offline purchasing: Omnichannel strategies in the retail environment. Internat. J. Retail Distrib. Management 47(5):474–492.CrossrefGoogle Scholar
  • Schramm-Klein H, Morschett D (2006) Retail channel portfolios: channel-attributes or integration-benefit – what counts more? Eur. Adv. Consumer Res. 7:377–384.Google Scholar
  • Seiders K, Voss GB, Godfrey AL, Grewal D (2007) SERVCON: developing and validation of a multidimensional service convenience scale. J. Acad. Marketing Sci. 35(1):144–156.CrossrefGoogle Scholar
  • Shen XL, Li YJ, Sun Y, Wang N (2018) Channel integration quality, perceived fluency and omnichannel service usage: the moderating roles of internal and external usage experience. Decis. Support Syst. 109:61–73.CrossrefGoogle Scholar
  • Sorkun MF, Yumurtacı Hüseyinoğlu IÖ, Börühan G (2020) Omni-channel capability and customer satisfaction: mediating roles of flexibility and operational logistics service quality. Internat. J. Retail Distrib. Management 48(6):629–648.CrossrefGoogle Scholar
  • Sousa R, Voss CA (2006) Service quality in multichannel services employing virtual channels. J. Serv. Res. 8(4):356–371.CrossrefGoogle Scholar
  • Soysal G, Krishnamurthi L (2015) How does adoption of the outlet channel impact customers’ spending in the retail stores: conflict or synergy? Management Sci. 62(9):2692–2704.LinkGoogle Scholar
  • Thygesen A (2018) Beyond the traditional marketing funnel–A new formula for growth. Retrieved November 7, 2020, https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/marketing-funnel/.Google Scholar
  • Trevinal AM, Stenger T (2014) Toward a conceptualization of the online shopping experience. J. Retailing Consumer Serv. 21(3):314–326.CrossrefGoogle Scholar
  • Verhoef PC, Kannan PK, Inman JJ (2015) From multi-channel retailing to omni-channel retailing. Introduction to the special issue on multi-channel retailing. J. Retailing 91(2):174–181.CrossrefGoogle Scholar
  • Westbrook RA (1987) Product/consumption-based affective responses and postpurchase processes. J. Marketing Res. 24(3):258–270.CrossrefGoogle Scholar
  • Yrjölä M, Saarijärvi H, Nummela H (2018) The value propositions of multi-, cross-, and omni-channel retailing. Internat. J. Retail Distrib. Management 46(11-12):1133–1152.CrossrefGoogle Scholar
  • Zarantonello L, Schmitt BH (2013) The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. Internat. J. Advert. 32(2):255–280.CrossrefGoogle Scholar
  • Zeithaml VA (1988) Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J. Marketing 52(3):2–22.CrossrefGoogle Scholar
  • Zhang M, Li Y, Sun L, Moustapha FA (2022) Integrated store service quality measurement scale in omni-channel retailing. Internat. J. Retail Distrib. Management 50(7):839–859.CrossrefGoogle Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.