IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2021-02-2.html
   My bibliography  Save this article

Omni and Multi-Channel: Relationship with Utilitarian/Hedonic Benefits, Shopping Value and Channel Patronage

Author

Listed:
  • Randheer Kokku

    (Kingdom of Saudi Arabia, Ministry of Higher Education, King Saud University, College of Business Administration, Riyadh 11587, Saudi Arabia.)

Abstract

This study makes an attempt to examine channel patronage, a narrow research gap from literature in the omni and multichannel concept, additionally it has taken up shopping value, utilitarian and hedonic benefits. It examined the characteristics and relationship of omni and multi-channel. It observed whether channels deliver shopping value to customers. It found shopping value is created have significant relationship with utilitarian and hedonic benefits. Ultimately this study fills the research gap by throwing light on why customers show patronage for a retail channel and does shopping value effect it. Reflective first and second order model was used. Both EFA and CFA were performed. Average variance extracted, composite reliability, Cronbach’s alpha, cross loadings and Fornell and Lacker’s values were used to assess convergent and discriminant validity for measurement model. Path coefficient was used to assess structural model. Validation of structural model was done using R2, f2 and Q2. It was found that respondents opine omni is different and better than multi-channel. Utilitarian and hedonic have relationship with both, but are better in omni than multi-channel. Independently, shopping value and customer patronage have relationship with utilitarian and hedonic; omni and multi-channels; but they are better in hedonic than utilitarian; and omni than multi-channel. Customer patronage has relationship with shopping value and is better in omni than multichannel when moderated by later.

Suggested Citation

  • Randheer Kokku, 2021. "Omni and Multi-Channel: Relationship with Utilitarian/Hedonic Benefits, Shopping Value and Channel Patronage," International Review of Management and Marketing, Econjournals, vol. 11(2), pages 11-22.
    • Handle: RePEc:eco:journ3:2021-02-2
    as

    Download full text from publisher

    File URL: https://www.econjournals.com/index.php/irmm/article/download/11215/pdf
    Download Restriction: no
    File URL: https://www.econjournals.com/index.php/irmm/article/view/11215/pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Blut, Markus & Teller, Christoph & Floh, Arne, 2018. "Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis," Journal of Retailing, Elsevier, vol. 94(2), pages 113-135.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yini Chen & Ting Chi, 2021. "How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 13(16), pages 1-29, August.
    2. Ionica Oncioiu & Iustin Priescu & Geanina Silviana Banu & Narcis Chirca, 2023. "Green Consumers’ Responses to Integrated Digital Communication in the Context of Multichannel Retail," Sustainability, MDPI, vol. 15(2), pages 1-17, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Maggioni, Isabella & Sands, Sean & Kachouie, Reza & Tsarenko, Yelena, 2019. "Shopping for well-being: The role of consumer decision-making styles," Journal of Business Research, Elsevier, vol. 105(C), pages 21-32.
    2. Luceri, Beatrice & (Tammo) Bijmolt, T.H.A. & Bellini, Silvia & Aiolfi, Simone, 2022. "What drives consumers to shop on mobile devices? Insights from a Meta-Analysis," Journal of Retailing, Elsevier, vol. 98(1), pages 178-196.
    3. Yokoyama, Narimasa & Azuma, Nobukazu & Kim, Woonho, 2022. "Moderating effect of customer's retail format perception on customer satisfaction formation: An empirical study of mini-supermarkets in an urban retail market setting," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Demoulin, Nathalie & Willems, Kim, 2019. "Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement," Journal of Business Research, Elsevier, vol. 104(C), pages 295-306.
    5. Trompeta, Maria-Angeliki & Karantinou, Kalipso & Koritos, Christos & Bijmolt, Tammo H.A., 2022. "A meta-analysis of the effects of music in tourism and hospitality settings," Journal of Business Research, Elsevier, vol. 138(C), pages 130-145.
    6. de Cosmo, Lucrezia Maria & Piper, Luigi & Nataraajan, Rajan & Petruzzellis, Luca, 2022. "The effects of circular format on store patronage: An Italian perspective," Journal of Business Research, Elsevier, vol. 140(C), pages 430-438.
    7. Gopalkrishnan R. Iyer & Markus Blut & Sarah Hong Xiao & Dhruv Grewal, 2020. "Impulse buying: a meta-analytic review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 384-404, May.
    8. Küper, Inken & Edinger-Schons, Laura Marie, 2020. "Is sharing up for sale? Monetary exchanges in the sharing economy," Journal of Business Research, Elsevier, vol. 121(C), pages 223-234.
    9. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    10. Holmqvist, Jonas & Lunardo, Renaud, 2015. "The impact of an exciting store environment on consumer pleasure and shopping intentions," International Journal of Research in Marketing, Elsevier, vol. 32(1), pages 117-119.
    11. Garaus, Marion & Wagner, Udo, 2016. "Retail shopper confusion: Conceptualization, scale development, and consequences," Journal of Business Research, Elsevier, vol. 69(9), pages 3459-3467.
    12. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    13. Wagner, Tillmann & Rudolph, Thomas, 2010. "Towards a hierarchical theory of shopping motivation," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 415-429.
    14. Mijeong Noh & Rodney C Runyan & Jon Mosier, 2017. "Hedonic/Utilitarian Cool Attitudes: A Comparison of Young Female and Male Consumers," Current Trends in Fashion Technology & Textile Engineering, Juniper Publishers Inc., vol. 1(1), pages 1-2, October.
    15. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    16. Pennings, J.S.J. & van Kranenburg, H.L. & Hagedoorn, J., 2005. "Past, present and future of the telecommunications industry," Research Memorandum 016, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    17. Aydinli, Aylin & Lamey, Lien & Millet, Kobe & ter Braak, Anne & Vuegen, Maya, 2021. "How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study," Journal of Retailing, Elsevier, vol. 97(2), pages 207-216.
    18. Teller, Christoph & Kotzab, Herbert & Grant, David B., 2012. "The relevance of shopper logistics for consumers of store-based retail formats," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 59-66.
    19. Jing Wang & Jay In Oh, 2023. "Factors Influencing Consumers’ Continuous Purchase Intentions on TikTok: An Examination from the Uses and Gratifications (U&G) Theory Perspective," Sustainability, MDPI, vol. 15(13), pages 1-19, June.
    20. Yuhan Ge & Qing Yuan & Yaxi Wang & Keunsoo Park, 2021. "The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China," Sustainability, MDPI, vol. 13(15), pages 1-19, August.

    More about this item

    Keywords

    Omni Channel; Multi-Channel; Utilitarian; Hedonic; Shopping Value; Retail Channel Patronage.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eco:journ3:2021-02-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.