The impact of omnichannel integration towards customer interest in alternatives: retailer uncertainty and web rooming in retailing

Abida Ellahi, Qurat Ul Ain, Hafiz Mudassir Rehman, Md Billal Hossain, Csaba Bálint Illés, Akhtar Tanweer

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)
64 Downloads (Pure)

Abstract

This current study delves into the quality of consumer perception regarding brand channel integration that adopts the omnichannel approach. It specifically explores the impact of process consistency, breadth of the channel service choice, transparency of the channel service configuration, and content consistency, on customers’ inclination towards alternatives. The research incorporates the mediating role of retailer uncertainty and introduces the moderating factor of web-rooming. The analysis, based on data from 319 customers engaged with various omnichannel brands, revealed that the breadth of channel-service choice and process consistency emerged as the most influential factors. These factors contribute significantly to reducing retailer uncertainty and deterring customers from exploring alternative options. The implications of these findings are particularly valuable for industry practitioners, offering insights to shape effective omnichannel business strategies. By prioritizing the breadth of channels and ensuring process consistency, retailers can mitigate uncertainties in customers’ minds, thereby fostering retention and satisfaction.
Original languageEnglish
Article number2316931
Pages (from-to)1-18
Number of pages18
JournalCogent Business & Management
Volume11
Issue number1
DOIs
Publication statusPublished (in print/issue) - 17 Feb 2024

Bibliographical note

Publisher Copyright:
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

Keywords

  • Retailer Uncertainity
  • breadth of channel service choice
  • web rooming
  • interest in alternatives
  • content consistency
  • transparency of channel service configuration
  • process consistency
  • Retailer uncertainty
  • breadth of channel service choice
  • Len Tiu Wright
  • process consistency
  • content consistency
  • De Montfort University Faculty of Business and Law, United Kingdom
  • Technology
  • Consumer Psychology
  • transparency of channel service configuration
  • ICT
  • interest in alternatives
  • Sociology & Social Policy

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