IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-98273-1_4.html
   My bibliography  Save this book chapter

Does Service Quality Perception in Omnichannel Retailing Matter? A Systematic Review and Agenda for Future Research

In: Exploring Omnichannel Retailing

Author

Listed:
  • Shahriar Akter

    (University of Wollongong)

  • Muhammad Ismail Hossain

    (University of Dhaka)

  • Steven Lu

    (University of Sydney)

  • Sutapa Aditya

    (Long Island University)

  • Tasnim M. Taufique Hossain

    (University of Wollongong)

  • Uraiporn Kattiyapornpong

    (University of Wollongong)

Abstract

The retailing landscape has been transformed in the past decade with the emergence of web, mobile and social media. Multichannel retailers are focusing on establishing seamless omnichannel service experience. Omnichannel retailing is not only addition of channels, rather integration of service elements, price, promotion, product assortment, information and transactional data within all available channels of a company. Within omnichannel retailing, the concept of brand experience is highly specific as it includes interactive channels such as social media and review sites. To complete even a single purchase, customers nowadays are using multiple channels. Customers are trying out products in a physical store but at the same time ordering it online using smartphones after comparing price and checking reviews. Remember the customer who did not complete her purchase in store? She may have ordered similar product using other channels offered by competitors. To create a successful omnichannel strategy, companies need to integrate all the channels and customer touchpoints to provide a consistent experience. Whereas multi-channel has focused on enhancing customer value incorporating digital tools, omnichannel has introduced a wider perspective in influencing consumer decision making. With the emergence of omnichannel and related complexities, this study calls for a broader conceptualization of virtual, physical and integration quality. The study also puts forward challenges and future research directions for quality modelling in omnichannel research.

Suggested Citation

  • Shahriar Akter & Muhammad Ismail Hossain & Steven Lu & Sutapa Aditya & Tasnim M. Taufique Hossain & Uraiporn Kattiyapornpong, 2019. "Does Service Quality Perception in Omnichannel Retailing Matter? A Systematic Review and Agenda for Future Research," Springer Books, in: Wojciech Piotrowicz & Richard Cuthbertson (ed.), Exploring Omnichannel Retailing, pages 71-97, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-98273-1_4
    DOI: 10.1007/978-3-319-98273-1_4
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zhang, Xueting & Park, Younggeun & Park, Jaejin & Zhang, Hao, 2024. "Demonstrating the influencing factors and outcomes of customer experience in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    2. Sestino, Andrea, 2024. "The challenge of integrating “intelligent†technologies in luxury shopping contexts: The role of brand personality appeal and consumers’ status consumption orientation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-319-98273-1_4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.