Interoperability of online loyalty and offline loyalty in omnichannel retailing service: seeking innovation in retail industry. Issue 1 (2nd January 2023)

• Record Type: Journal Article
• Authors: Lee, Jiyoon; Yoo, Minjoo; Ryu, Min Ho; Nan, Dongyan; Kim, Jang Hyun; Lee, Daeho
• Is Part Of: Asian journal of technology innovation. Volume 31:Issue 1(2023)
• Page Start: 27
• Page End: 48
• Publication Date: 2023-01-02
• Subjects: Omnichannel service -- consumer research -- big data analysis -- network analysis structural equation model; Technological innovations -- East Asia -- Periodicals; Technological innovations -- Southeast Asia -- Periodicals; Technological innovations -- Periodicals; Research, Industrial -- East Asia -- Periodicals; Research, Industrial -- Southeast Asia -- Periodicals; Research, Industrial -- Periodicals; 338.064095
• DOI: 10.1080/19761597.2021.2004178
• Languages: English
• ISSNs: 1976-1597

Abstract

ABSTRACT : To stay competitive, retail companies have introduced innovative retailing strategies for enhancing the consumer experience. Among these, omnichannel retailing services are one of the most critical services. However, studies on the loyalty required to secure the market using omnichannel strategies are limited. Instead of arbitrarily selecting key factors for users' loyalty based on previous research data used by users in social networking services were evaluated in this study, and the validity of the selection of variables was verified through network analysis. A structural equation model based on the results of network analysis and the factors influencing online loyalty and offline loyalty were analysed using the model. Therefore, independent variables except for perceived usability exhibited a positive effect on user satisfaction, and user satisfaction had a positive effect on loyalty. Furthermore, offline user satisfaction exhibited a positive effect on online loyalty, but online user satisfaction did not. Suggestions for future research and corporate strategy were provided.