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Multichannel service providers' strategy: Understanding customers' switching and free-riding behavior

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  • Chou, Szu-Yu
  • Shen, George C.
  • Chiu, Hung-Chang
  • Chou, Yu-Tsun

Abstract

This study explores the antecedents that may contribute to the consumer multichannel shopping behavior and understand how within-channel switching and cross-channel free-riding behavior differ building on push–pull mooring (PPM) framework. Structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) provide techniques for analyzing survey data from 530 respondents. The results demonstrate that the perceived risk and switching barriers associated with an online store have significant direct effect on cross-channel free-riding intentions. When customers perceive risk, switching barriers from a service provider and attractiveness from other service providers would significantly affect their within-channel switching intentions. Furthermore, even if a current service provider/channel perceives risk or other service providers/channels attractiveness are strong, customers may not migrate if a service provider is reluctant to switch (e.g., provision of a specific service). The findings reveal that service providers could design and implement effective customer acquisition and retention strategies.

Suggested Citation

  • Chou, Szu-Yu & Shen, George C. & Chiu, Hung-Chang & Chou, Yu-Tsun, 2016. "Multichannel service providers' strategy: Understanding customers' switching and free-riding behavior," Journal of Business Research, Elsevier, vol. 69(6), pages 2226-2232.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:6:p:2226-2232
    DOI: 10.1016/j.jbusres.2015.12.034
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    6. Wang, Xueqin & Wong, Yiik Diew & Liu, Feng & Yuen, Kum Fai, 2021. "A push–pull–mooring view on technology-dependent shopping under social distancing: When technology needs meet health concerns," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    7. Manuela Ingaldi & Robert Ulewicz, 2019. "How to Make E-Commerce More Successful by Use of Kano’s Model to Assess Customer Satisfaction in Terms of Sustainable Development," Sustainability, MDPI, vol. 11(18), pages 1-22, September.
    8. Kim, Jikyung (Jeanne) & Song, Hyeasinn & Choi, Jeonghye & Kim, Yongseob & Hong, Jeonghan, 2021. "Channel stickiness in the shopping journey for electronics: Evidence from China and South Korea," Journal of Business Research, Elsevier, vol. 130(C), pages 506-516.
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    11. Frasquet, Marta & Miquel-Romero, Maria-Jose, 2021. "Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
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    13. Richard Fedorko, 2022. "Consumer Behavior in the Process of Buying Fashion Products: a Study of Generational Differences in Terms of Shopping Channel Preferences," GATR Journals jmmr288, Global Academy of Training and Research (GATR) Enterprise.
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