The Role of Channel Integration in Customers' Perceptions Transfer from Offline Channel to Online Channel Service Quality
Keywords:
Channel Integration, Multichannel Environment, ONSQ, Pakistan, Offline Service Quality
Abstract
The advancement of internet technology revolutionized the online shopping environment and offered more options to customers in their purchase process, providing them with better products and services and providing opportunities for business firms to open an additional channel to grow. Based on previous inconsistent results regarding the construct of the different channels, the current study proposes Channel Integration as a moderator. Some authors also attribute these insignificant results to a lack of channel integration. While the number of channels increases, the issue of synergies and coordination among channels also increases. The current study investigates the connection between offline service quality and Online Service Quality (ONSQ). Additionally, the moderation of channel integration between offline service quality and ONSQ justifies inconsistent results in multichannel literature. Data was collected from 358 customers of various online fashion industry firms in Pakistan. The study results indicate the significant association between offline service quality and ONSQ. The construct of channel integration moderates the relationship between offline service quality and ONSQ. Hence, the higher the perceived integration between the multiple channels of the firm, the better is the transfer of customer perceptions from one channel to another. Therefore, multichannel firms should acknowledge the role of channel integration in shaping behavioral intentions in multiple channel interaction. Several other variables can be tested to check their moderating effect on customer's perception transfer.
References
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Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. doi:https://doi.org/10.1108/EBR-11-2018-0203
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Ke, X., & Wagner, C. (2020). Global pandemic compels sport to move to esports: Understanding from brand extension perspective (just accepted). Managing Sport and Leisure. doi:https://doi.org/10.1080/23750472.2020.1792801
Kim, H., Lee, D., & Ryu, M. H. (2018). An optimal strategic business model for small businesses using online platforms. Sustainability, 10(3), 1-11. doi:https://doi.org/10.3390/su10030579
Kollmann, T., Kuckertz, A., & Kayser, I. (2012). Cannibalization or synergy? Consumers' channel selection in online-offline multichannel systems. Journal of Retailing and Consumer Services, 19(2), 186-194. doi:https://doi.org/10.1016/j.jretconser.2011.11.008
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Published
2021-09-29
How to Cite
Muhammad Rizwan, Waseem Ahmad Khan, Muhammad Salman Azhar, & Shakeel Sarwar. (2021). The Role of Channel Integration in Customers’ Perceptions Transfer from Offline Channel to Online Channel Service Quality. Journal of Management Practices, Humanities and Social Sciences, 5(2), 60-73. Retrieved from https://global-jws.com/ojs/index.php/global-jws/article/view/64
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Articles
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