Should Retailers Integrate Assortments Across Channels to Drive Customer Loyalty?
ISBN
978-84-370-9453-3
Type
conference paper
Date Issued
2014-06-04
Author(s)
Abstract
Building on the concept of diagnosticity, this study investigates through which mechanisms and in which conditions channel assortment integration influences customer loyalty. Results of a 3 (channel structure: full, asymmetrical, none) x 3 (assortment structure: substitutive, complementary, independent) experimental study with 959 participants show that structures are regarded as diagnostic by customers, in that they infer potential benefits from these cues, which mediate the link between structures and loyalty. Whereas full integration enhances loyalty across all assortment structures, asymmetrical integration can have detrimental effects, in particular, for substitutive relations and for customers' high on personal need for structure. Researchers and managers can use our findings to understand the effectiveness of the diverse approaches of channel integration.
Language
English
Keywords
multichannel management
channel assortment integration
diagnosticity theory
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Paradigm Shifts & Interactions
Publisher
European Marketing Academy (EMAC)
Publisher place
Valencia
Start page
1
End page
7
Pages
7
Event Title
43rd European Marketing Academy (EMAC) Annual Conference
Event Location
Valencia, Spain
Event Date
03.-06.06.2014
Subject(s)
Division(s)
Eprints ID
238920