A further approach in omnichannel LSQ, satisfaction and customer loyalty

Abstract

PurposeThe purpose of this research is to analyse the LSQ in the context of three different omni-channel purchasing scenarios while considering four dimensions (timeliness, availability, condition and return of the product) and to assess their impact on customer satisfaction and loyalty. In addition, an evaluation of the relationship between satisfaction and loyalty in the mentioned omni-channel scenarios is investigated.Design/methodology/approachA mixed two-phase research methodology is proposed: an initial qualitative analysis with six focus groups followed by quantitative research through surveys with a sample of 323 individuals. The proposed scales were tested for three purchase scenarios: “buy-online-ship-direct” (BOSD), “buy-online-pickup-in-store” (BOPS) and “buy-in-store-ship-direct” (BSSD). The data were analysed using partial-least squares structural equation modelling (PLS-SEM) techniques.FindingsIn an omni-channel context, the most important element of the logistics service deriving in satisfaction was timeliness for all the scenarios. The return-of-product dimension of LSQ was relevant for satisfaction in “ship-direct” scenarios, while the availability dimension was only relevant for customer loyalty in the BOPS scenario. Customer satisfaction had a positive impact on loyalty in the three purchasing scenarios.Practical implicationsThese results might provide guidance to managers in order to improve not only logistics procedures and processes but also their relationships with their customers. Moreover, retailers need to account for return policies in ship-direct channels, prioritize punctuality and adapt delivery terms to ensure product availability.Originality/valueThis work represents a progress in LSQ research in the B2C omni-channel environment by extending its study to a previously untested purchasing scenario (BOSD) and including a fundamental and insufficiently explored dimension of the LSQ: the return.

Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty

“…Moreover, reference [73] recently demonstrated, for different consumer segments according to their degree of use of touchpoints, that product and journey satisfaction explains customer loyalty. The positive impact of customer satisfaction on loyalty was also confirmed in [74], for three different omnichannel scenarios. In the context of click and collect, a priori, the benefits of the positive experience translate into greater loyalty; however, there is no consensus on whether a high degree of satisfaction would lead to loyalty [19], so further research is required.…”

“…Given the difficulty in selecting only consumers who used the Click and Collect service, we decided to follow the approach described by [93] and select the sample nonprobabilistically using the exponential-type snowball method. In line with [74], in their omni-channel study, the questionnaire was sent to known people with proven experience of online shopping and store pick-up, asking them to disseminate the questionnaire to people fulfilling this requirement. The first group through which the questionnaire was disseminated were Spanish higher education lecturers and PhD students, who, in turn, redistributed it to eligible acquaintances and so on.…”

Omni-channel retailing resources and capabilities of SME specialty retailers – insights from Germany and Turkey

“…An OC strategyas compared to a multi-channel strategyoutperforms in terms of level of integration across channels (Ye et al, 2018). The implementation of an OC strategy depends on the enhanced level of cooperation among customers, retailers and other associated supply chain members (Cotarelo et al, 2021). Empirical evidence demonstrates that OCretailers increase not just their presence but also their revenue potential (Cheah et al, 2020).…”

“…, 2018). The implementation of an OC strategy depends on the enhanced level of cooperation among customers, retailers and other associated supply chain members (Cotarelo et al. , 2021).…”

Last-mile logistics of perishable products: a review of effectiveness and efficiency measures used in empirical research

“…In addition, a multi-actor perspective would be vital as the grocery retail supply chain changes. A multi-actor perspective may either mean that actors are considered as contextual to each other (B ezes, 2021;Cotarelo et al, 2021;H€ ubner et al, 2016), or how a system-level perspective is adopted (Crainic et al, 2018;Wiese et al, 2012).…”