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All Journal Journal of Management Practices, Humanities and Social Sciences
Muhammad Salman Azhar
The Islamia University of Bahawalpur, Bahawalpur, Pakistan
Arts Humanities Economics, Econometrics & Finance Education Social Sciences

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The Role of Channel Integration in Customers' Perceptions Transfer from Offline Channel to Online Channel Service Quality Muhammad Rizwan; Waseem Ahmad Khan; Muhammad Salman Azhar; Shakeel Sarwar
Journal of Management Practices, Humanities and Social Sciences Vol. 5 No. 2: JMPHSS 2021
Publisher : Journal of Management Practices, Humanities and Social Sciences

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Abstract

The advancement of internet technology revolutionized the online shopping environment and offered more options to customers in their purchase process, providing them with better products and services and providing opportunities for business firms to open an additional channel to grow. Based on previous inconsistent results regarding the construct of the different channels, the current study proposes Channel Integration as a moderator. Some authors also attribute these insignificant results to a lack of channel integration. While the number of channels increases, the issue of synergies and coordination among channels also increases. The current study investigates the connection between offline service quality and Online Service Quality (ONSQ). Additionally, the moderation of channel integration between offline service quality and ONSQ justifies inconsistent results in multichannel literature. Data was collected from 358 customers of various online fashion industry firms in Pakistan. The study results indicate the significant association between offline service quality and ONSQ. The construct of channel integration moderates the relationship between offline service quality and ONSQ. Hence, the higher the perceived integration between the multiple channels of the firm, the better is the transfer of customer perceptions from one channel to another. Therefore, multichannel firms should acknowledge the role of channel integration in shaping behavioral intentions in multiple channel interaction. Several other variables can be tested to check their moderating effect on customer's perception transfer.
Understanding the Customer Multichannel Behaviour; The Role of Trust and Offline Image in Customer Movement Across Channels Muhammad Rizwan; Muhammad Salman Azhar; Waseem Ahmad Khan; Shakeel Sarwar
Journal of Management Practices, Humanities and Social Sciences Vol. 5 No. 1: JMPHSS 2021
Publisher : Journal of Management Practices, Humanities and Social Sciences

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Abstract

Due to the expectation of online sales growth around the world, the global online firms are continuously working to increase their existing customer base by attracting new customers to their online channel in driving sales growth. However, the adoption rate of ecommerce in the fashion industry is slow relative to other sectors and the primary reason for this slower adoption is due to the inability of translating the offline channel experience to the online channel. A structured questionnaire was used for the current study. The current study aims to understand the connection between offline trust and online trust. According to trust transfer theory, the trust can be transferred from one object to another object based on connection between these two objects. As both offline and online channel belongs to single company, the trust can be transferred from one channel to another channel. The results of the study confirmed the significant association between offline trust and online trust. Additionally, the offline image of the firm confirms the moderation between offline trust and online trust. Limitation of the study is only one channel related variable but in future researcher use many variables such as, channel enjoyment, channel related perceived risk, channel perceived value, and channel loyalty.
Co-Authors Muhammad Rizwan Shakeel Sarwar Waseem Ahmad Khan