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Choosing Optimal Omnichannel Coupon Redeeming Options in Multiple Channel Settings

Author

Listed:
  • Adam Vrechopoulos

    (ELTRUN, E-Business Research Center, Department of Management Science & Technology, School of Business, Athens University of Economics and Business, 104 34 Athina, Greece)

  • Chris Lazaris

    (ELTRUN, E-Business Research Center, Department of Management Science & Technology, School of Business, Athens University of Economics and Business, 104 34 Athina, Greece)

  • Stavros Theodoratos

    (ELTRUN, E-Business Research Center, Department of Management Science & Technology, School of Business, Athens University of Economics and Business, 104 34 Athina, Greece)

Abstract

This article examines omnichannel redemption options when issuing digital coupons over social media. It investigates which channels or combinations of them provide optimal performance in terms of service-quality perception, customer satisfaction, and revenue. For that purpose, it compares three omnichannel redeeming options employing a between-participant quasi-experimental design that utilizes the primary data of a sporting goods retailer in Greece and a questionnaire as a data-collection instrument to investigate cause and effect relationships. Those three omnichannel redeeming options are analyzed in two pairwise comparisons: (a) multichannel (both online and offline) vs. offline-only (physical store), and (b) multichannel (both online and offline) vs. online-only (online store). Results reveal that while perceived service quality is essential to improve customer satisfaction, especially if satisfying the need for interaction with service employees, revenue performance depends only on the availability of multiple redemption options. Theoretical, practical, and research implications are thoroughly discussed at the end.

Suggested Citation

  • Adam Vrechopoulos & Chris Lazaris & Stavros Theodoratos, 2022. "Choosing Optimal Omnichannel Coupon Redeeming Options in Multiple Channel Settings," Administrative Sciences, MDPI, vol. 12(4), pages 1-17, October.
    • Handle: RePEc:gam:jadmsc:v:12:y:2022:i:4:p:131-:d:936738
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    References listed on IDEAS

    as
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