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How to measure quality in multi-channel retailing and not die trying

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  • Acquila-Natale, Emiliano
  • Iglesias-Pradas, Santiago

Abstract

In multi-channel contexts, interactions between retailers and shoppers may occur in two or more channels along the shopping process. Besides making a revision of both service and e-service quality models, this study proposes a unified model for multi-channel contexts across four dimensions: in-store experience, reliability and fulfillment, security and privacy, and customer service. Moreover, it empirically tests this model using a questionnaire administered to a sample of Spanish shoppers (N = 432) of clothing and apparel. The results suggest an alternative factor configuration of four components: store design; delivery options; reliability, fulfillment and product information; and facilitation of touch and feel experiences. The research includes a practical application example of the resulting conceptualization of quality by exploring the relationship between its dimensions and single-channel or multi-channel behaviors. The results also show that store design has a positive relationship with single-channel behaviors and reliability, and that fulfillment-related aspects are associated with multi-channel behavior.

Suggested Citation

  • Acquila-Natale, Emiliano & Iglesias-Pradas, Santiago, 2020. "How to measure quality in multi-channel retailing and not die trying," Journal of Business Research, Elsevier, vol. 109(C), pages 38-48.
    • Handle: RePEc:eee:jbrese:v:109:y:2020:i:c:p:38-48
    DOI: 10.1016/j.jbusres.2019.10.041
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    References listed on IDEAS

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    6. Hossain, Tasnim M Taufique & Akter, Shahriar & Kattiyapornpong, Uraiporn & Dwivedi, Yogesh K., 2019. "Multichannel integration quality: A systematic review and agenda for future research," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 154-163.
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    14. Yu-Min Wang & Hsin-Hui Lin & Wei-Chun Tai & Yi-Ling Fan, 2016. "Understanding multi-channel research shoppers: an analysis of Internet and physical channels," Information Systems and e-Business Management, Springer, vol. 14(2), pages 389-413, May.
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    Cited by:

    1. Yeonjoo Lee & Sunmee Choi & Joy M. Field, 2020. "Development and validation of the pick-up service quality scale of the buy-online-pick-up-in-store service," Operations Management Research, Springer, vol. 13(3), pages 218-232, December.
    2. Mohd Naved Khan & Neha Gupta & Manita Matharu & Mohammad Faisal Khan, 2023. "Sustainable E-Service Quality in Tourism: Drivers Evaluation Using AHP-TOPSIS Technique," Sustainability, MDPI, vol. 15(9), pages 1-23, May.
    3. Vyt, Dany & Jara, Magali & Mevel, Olivier & Morvan, Thierry & Morvan, Nélida, 2022. "The impact of convenience in a click and collect retail setting: A consumer-based approach," International Journal of Production Economics, Elsevier, vol. 248(C).
    4. Dany Vyt & Magali Jara & Olivier Mevel & Thierry Morvan & Nélida Morvan, 2022. "The impact of convenience in a click and collect retail setting: A consumer-based approach," Post-Print halshs-03624658, HAL.
    5. Chunyu Li & Peng Xing & Yanting Li, 2022. "Sustainable Strategy Analysis: Platform Channel Configuration and Slotting Fee Design under Differentiated Quality Investment," Sustainability, MDPI, vol. 14(23), pages 1-28, December.
    6. Acquila-Natale, Emiliano & Iglesias-Pradas, Santiago, 2021. "A matter of value? Predicting channel preference and multichannel behaviors in retail," Technological Forecasting and Social Change, Elsevier, vol. 162(C).

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