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.
•Omnichannel marketing refers to seamless integration between marketing channels.•Omnichannel marketing has become one of the most crucial aspects in multichannel management.•There remains a gap of understanding factors influencing integration quality (INQ) within all these channels.•INQ is a hierarchical construct consisting of four primary dimensions and ten sub-dimensions.•This research provides evidence of cross-buying intentions as a behavioral outcome of INQ.
Digital Environment in Global Markets Nam, Hyoryung; Kannan, P.K.
Journal of international marketing (East Lansing, Mich.),
03/2020, Letnik:
28, Številka:
1
Journal Article
Recenzirano
Digital technologies and digital media are changing the environments in which firms interact with customers. However, the evolution of digital organizational forms, customer technology use, and the ...nature of customer journeys differ significantly across global markets. Drawing on observations of customer journeys across different international markets, the authors propose a framework to explain the observed differences in terms of the cross-cultural and socioeconomic factors that influence customer journeys. The authors put forth several propositions built on logical extensions of the extant research findings and identify areas for future academic research. In addition, they outline the managerial implications arising from the application of the framework for multinational firms seeking to market their products and services across global markets.
During the past quarter-century, digital technologies-based innovations for creating, communicating, and delivering products of value to customers have significantly risen in importance to the ...competitiveness of firms. Digital technologies-based innovations have been transformational in numerous ways, such as their impact on firms’ marketing behaviors, consumers’ search and buying behaviors, and the structural characteristics of markets and industries. Against this backdrop, this article provides a perspective on the evolution of research and practice in digital product innovations and digital marketing innovations. Specifically, the article focuses on (a) innovations for the greater good in the domain of the former and (b) direct and mediated communications through social media platforms and omnichannel marketing in the domain of the latter. In respect of each of the above, the article provides an overview of the evolution and current state of the field, highlights certain current issues and the trajectory of the field, and proposes directions for future research.
Omnichannel retailers are under intense pressure to harness synergetic management of retail technologies and channels in order to promote customer engagement in the competitive market. Drawing on ...service-dominant (S-D) logic, we develop a research model to examine how omnichannel integration generates customer engagement through facilitating perceptions of fluency and flow in the shopping experience. We empirically validate the model with a multimethod approach, including an instrument development study to establish the measures of omnichannel integration and a field survey study to validate hypotheses. We find that omnichannel integration has three types: informational integration, transactional integration, and relational integration. These types all positively influence perceived fluency, which further generates customer engagement. Moreover, transactional and relational integration positively influence perceived flow, which ultimately facilitates customer engagement. Our article advances the omnichannel retailing literature by proposing three types of omnichannel integration and developing the S-D logic of customer engagement. Our empirical findings also inform omnichannel retailers about how synergetic technology and channel management in omnichannel integration can be used to promote customer engagement.
The modern business environment has been undergoing significant changes due to the rapid spread of information and communication technologies and the Internet. This requires a review of both the ...conceptual basis of activity and the practical tools of conducting economic activity. The marketing activity of enterprises, which has undergone significant transformations in recent years, is no exception in this aspect. Therefore, defining the conceptual framework of modern marketing that takes into account the changes in both internal and external environments, the digital and physical world, etc. is relevant. This facilitates embracing existing opportunities and enhancing marketing management. The article consistently has examined changes in the external environment, its modern characteristics, the basics of the enterprise’s interaction with the external environment, digital marketing opportunities, and available opportunities of traditional marketing, which together have had a decisive influence on marketing activity. It has been defined, that the company’s interaction with the external environment is based on the concept of foreseeing, flexibility, intuitiveness, and critical thinking. This facilitates the implementation of strategic management based on the Foresight methodology and the organization of marketing activities based on Agile marketing. Creating a seamless customer experience has been regarded as the basis of present-time marketing activity. The implementation of such an experience is based on omnichannel marketing, which combines online and offline interaction, and traditional and digital marketing. Digital marketing creates opportunities through new tools for brand and product promotion and web analytics of marketing campaigns in the digital world. Their combination with the potential of existing theoretical and methodological approaches of marketing research and information systems of the enterprise has been defined as the conceptual basis of modern marketing management.
PurposeThe main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of ...mouth (WOM), customer engagement (CE) and customer equity.Design/methodology/approachDrawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.FindingsThe findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.Originality/valueThe findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.
PurposeOmnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied. This paper aims ...to examine how a seamless omnichannel environment can contribute to a more optimal shopping experience (flow state) and the subsequent impact on the likelihood of generating mixed (positive and negative) word of mouth (WOM).Design/methodology/approachA controlled experiment was conducted with 220 participants to test the proposed model based on the stimulus–organism–response (S-O-R) model and flow theory. The authors conducted an analysis of variance, two regression analyses and two mediation analyses to test the hypotheses.FindingsThe results confirm a positive direct effect of a seamless environment on consumers' flow state and a positive (negative) direct impact of flow on the likelihood of generating positive (negative) WOM. Additionally, the results suggest that flow mediates the effect of a seamless environment on WOM.Originality/valueThis study contributes to omnichannel and WOM literature by exploring the critical role of seamlessness in consumers' subjective experience (flow state) and postpurchase behaviors (mixed WOM). In conjunction with the relevant theoretical contributions, these findings also offer guidelines for practitioners to manage the seamless environment and mixed WOM in the omnichannel context.
The rapid changes seen in retailing practices and consumer behavior models could be attributed to the extensive number of new technology applications. Therefore, these interesting change mechanisms ...should be explored from different viewpoints using various methods. This study synthesizes the findings of earlier studies in a literature review and provides some implications for future research and practice regarding retailing evolution, especially focusing on the shift from multichannel to omnichannel retailing. It is found that interdisciplinary research methods have been employed in marketing and electronic/mobile commerce to explore current business and consumer practices. This literature review reveals a time-series consistency between multichannel and omnichannel concepts to offer an integrated viewpoint of the available research insights. More specifically, this study attempts to explore and highlight relevant terminology definitions and concepts to underline the crucial issues in this topic derived from different disciplines and to discuss practical implications for future research.
