Understanding omni-channel shopping value: A mixed-method study

Huré, Élodie; Picot-Coupey, Karine; Ackermann, Claire-Lise

doi:10.1016/j.jretconser.2017.08.011

Cited by 219 publications

(220 citation statements)

References 69 publications

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“…This development is affecting competitive strategies, as new channels will break down old barriers such as geography and consumer ignorance (Brynjolfsson et al, 2013). Concurrently, consumers' expectations of integrated uses of offline, online, and mobile touch points offer chances for retailers to create value and innovative offering designed to enhance consumer value and maximize firm value (Hure et al, 2017). Thus, competitive strategies of retailers need to be reconsidered to counter these developments.…”

Section: Introductionmentioning

confidence: 99%

“…The retail industry must provide synergy management for numerous available channels and customer touchpoints in a way that optimizes customer experience and channel performance across multiple channels (Verhoef et al, 2015). Effective synchronization between online and offline channels is essential in enabling omni-channel journeys, consumers could gain high value and drive satisfaction, loyalty, and word-of-mouth marketing (Kumar and Reinartz, 2016;Leroi-Werelds et al, 2014;Hure et al, 2017). However, developing omni-channel initiatives is complex and difficult to manage for retailers (Hure et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

“…Effective synchronization between online and offline channels is essential in enabling omni-channel journeys, consumers could gain high value and drive satisfaction, loyalty, and word-of-mouth marketing (Kumar and Reinartz, 2016;Leroi-Werelds et al, 2014;Hure et al, 2017). However, developing omni-channel initiatives is complex and difficult to manage for retailers (Hure et al, 2017). In order to respond to rapidly changing consumer expectation and behavior for evolving retail service, it is necessary to understand factors affecting consumer choice behavior for newly emerging retail service, and to determine whether consumers differentiate various aspects of the omni-channel attributes.…”

Section: Introductionmentioning

confidence: 99%

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Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

Kim

Matsui

Park

et al. 2019

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Digitization of retail platform and integration of various retail channel is coupled with rapid change in consumer shopping behavior and their expectation for retail experience. Consumers expect retailers to be able to provide seamless, consistent and personalized service in which they also have enriched retail experience (Picot Coupey et al., 2016). Omni-channel retailing has emerged to provide integrated retail service of various channels which enable consumers to use various channels and touch points synergistically. In this study, we investigated the effect of perceived value of attributes of the OC service on consumers’ decision process for omni-channel usage in Japan and Korea. The AHP method is applied to assess hierarchical process of consumers’ decision making in using omni-channel service. In the AHP framework, consumers’ decision making is structured hierarchically, and framed to have three levels of process in which consumers make decision on omni-channel usage based on three constructs: ‘Customer Value (CV), ‘Touch Point (TP)’ and ‘Payment System (PS)’. The AHP survey was administered to individual shoppers in Japan and Korea, and 240 respondents and 229 respondents answered the AHP survey in Korea and Japan, respectively. Findings reveal that ‘Customer Value (CV)’ is perceived to be more important than ‘Touch Points (TP)’ and the ‘Payment System (PS)’, affecting consumers’ decision for using the omni-channel service. Furthermore, consumers in two countries show different preferences for specific aspects of the CV attributes. The authors also discuss the methodological and managerial implications of the findings.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

Kim

Matsui

Park

et al. 2019

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“…While this limited presence may be explained, only in part, by the availability of the transport network to operate in some parts of the nation, the data reveal that, in a similar approach as that taken by Spanish virtual mobile network operators, most recently established retailers are primarily focusing on digital channels. This decision may hinder their expansion, as shown by the latest trend in retailing of expanding the boundaries of digital business to physical contexts [70,71], and pure digital players may be at risk of becoming niche players. Among multichannel companies, the same comment about the lack of integration of communication channels apply to channel integration.…”

Section: Main Findingsmentioning

confidence: 99%

The Digital Transformation of the Retail Electricity Market in Spain

et al. 2020

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The deregulation of the electricity markets in the European Union and the transformation caused by digital technologies and customer-centric strategies have altered the industry ecosystem, forcing companies to adapt to the new scenario. This research study aims to give a global overview of the digital transformation and channel integration of free-market electricity retailers in Spain from a consumer's perspective. The analysis includes all free-market electricity retailers that operate at the national scale, explores the level of digital transformation and channel integration of these companies based on a structured set of indicators, and measures them using the mystery shopper technique. The results show important differences between leading retailers and the rest of companies, evidence an important lag of the sector when compared to other retail markets and an overall lack of multichannel and omnichannel strategies, show a strong effort of retailers in online billing and self-service customer data management, and reveal shortcomings in the availability of communication channels with customers.

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“…Personalization is effective in the current environment as organizations have access to large volume of data on customer's purchase behaviour, website browsing, and preferences that can be analysed to create customer profiles (Liu-Thompkins, 2019;Schreiner, Rese & Baier, 2019;Shanahan, Tran & Taylor, 2019;Strycharz, van Noort, Helberger & Smit, 2019). Similarly, omni-channeling or multi-channel integration is increasingly being investigated to manage consumers' expectations and explain behavioural outcomes, such as purchase intention, loyalty and satisfaction (Akter, Hossain, Lu, Aditya, Hossain & Kattiyapornpong, 2019;Herhausen, Binder, Schoegel & Herrmann, 2015;Huré , Picot-Coupey & Ackermann, 2017;Lee, Chan, Chong & Thadani, 2018;Shareef, Dwivedi & Kumar, 2016;Shen, Li, Sun & Wang, 2018;Verhoef, Kannan, & Inman, 2015;Yurova, Rippé , Weisfeld-Spolter, Sussan & Arndt, 2017).…”

Section: Brief Review Of Recent Marketing Literaturementioning

confidence: 99%

Editorial – Ten Trends Shaping the Future of Marketing: Considerations for the Academics

Ting¹,

Fam²,

Chan³

et al. 2019

AJBR

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This Editorial provides a bird's-eye view of ten current marketing trends based on business magazines available online and reviews articles published in top marketing journals. Its intent is to highlight the need for academics and researchers to observe the real world and learn about the pertinent issues in the industry and the community. We found that authors or researchers who published in top journals are acquainted to societal issues and development. While the rigor of research in the theoretical and methodological aspects is unequivocally upheld, the relevance of the study to the populations concerned is evident. As such industrial learning and engagement as well as the convergence of knowledge and resources between academia and industry will likely enhance the academics' idea generation, problem formulation and ultimately the impact validity of their publications.

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Understanding omni-channel shopping value: A mixed-method study

Cited by 219 publications

References 69 publications

Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

Perceived Consumer Value of Omni-Channel Service Attributes in Japan and Korea

The Digital Transformation of the Retail Electricity Market in Spain

Editorial – Ten Trends Shaping the Future of Marketing: Considerations for the Academics

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