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Online customer service and retail type-product congruence

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  • Suryandari, Retno Tanding
  • Paswan, Audhesh K.

Abstract

This study investigates how various elements of customer service affect the behavioral intention to shop at the online or the offline store for different product categories. We focus on the perceived value, trust, interface, empathy, and offline presence as the dimensions of the customer service for the retail store (online or offline). Using 317 respondents from the online stores’ users, this study finds that perceived value is the strongest predictor for future intention to shop at online stores, whereas offline presence of an online store did not enhance the future intention to shop at online stores. Other dimensions such as enhanced trust and ease of interface strengthen the intention to purchase at the offline stores. Finally, perceived value and empathy associated with online stores harm the offline stores. In synch with the Theory of Congruence, this study supports the notion that the perceived congruence between product type and retail store type affect their intention to purchase certain product categories at the online stores and to purchase other groups of product categories at offline stores. Further ramifications of these findings are discussed in the paper.

Suggested Citation

  • Suryandari, Retno Tanding & Paswan, Audhesh K., 2014. "Online customer service and retail type-product congruence," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 69-76.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:1:p:69-76
    DOI: 10.1016/j.jretconser.2013.08.004
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    References listed on IDEAS

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    2. Davari, Arezoo & Iyer, Pramod & Rokonuzzaman, Md, 2016. "Identifying the determinants of online retail patronage: A perceived-risk perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 186-193.
    3. Wang, Chong & Wang, Yanqing & Wang, Jixiao & Xiao, Jiuling & Liu, Jian, 2021. "Factors influencing consumers' purchase decision-making in O2O business model: Evidence from consumers' overall evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Cristinel Vasiliu & Mihai Ovidiu Cercel, 2015. "Innovation in retail: impact on creating a positive experience when buying fashion products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 583-583, May.
    5. Mulcahy, Rory Francis & Riedel, Aimee S., 2020. "‘Touch it, swipe it, shake it’: Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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