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The Relationship of Omni-channel Retailing, Dynamic Capabilities and Firm Performance: Evidence from Chinese Cosmetics Industry

Author

Listed:
  • Yang Xiao
  • Raja Nerina Raja Yusof
  • Nor Azura Binti Adzharuddin

Abstract

There is an emerging trend in the retail industry known as omni-channel retailing. A major challenge for firms adapting to this environment is developing effective omni-channel retailing strategies. However, our understanding of the impact of omni-channel retailing on firm performance remains limited. This empirical study uses survey data from the Chinese cosmetics industry to test a model that measures the relationship between omni-channel retailing and firm performance. The results demonstrate that the omni-channel retailing environment significantly influences omni-channel integration, which in turn has a significant effect on firm performance. Furthermore, dynamic capability, influenced by the omni-channel retailing environment, not only positively affects omni-channel integration but also moderates the relationship between omni-channel integration and firm performance.

Suggested Citation

  • Yang Xiao & Raja Nerina Raja Yusof & Nor Azura Binti Adzharuddin, 2025. "The Relationship of Omni-channel Retailing, Dynamic Capabilities and Firm Performance: Evidence from Chinese Cosmetics Industry," Asian Social Science, Canadian Center of Science and Education, vol. 21(4), pages 1-65, August.
    • Handle: RePEc:ibn:assjnl:v:21:y:2025:i:4:p:65
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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