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Omnichannel Retailing Environment, Omnichannel Conflict Management, and Firm Performance in the Retailing Setting

Author

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

Abstract

Amid escalating digitization and intensifying market complexity, omni-channel retailing has emerged as a strategic imperative for retail firms. This study, anchored in contingency theory, investigates the intricate interplay among the omni-channel retailing environment, omni-channel conflict management, and firm performance, with empirical evidence drawn from 342 Chinese cosmetics firms. Utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM), the research delineates how environmental contingencies positively shape conflict management strategies, which exhibit statistically significant impacts on firm performance. The results demonstrate that the omni-channel retailing environment significantly influences omni-channel conflict management, which in turn has a significant effect on firm performance.

Suggested Citation

  • Yang Xiao & Raja Nerina Raja Yusof & Nor Azura Binti Adzharuddin, 2025. "Omnichannel Retailing Environment, Omnichannel Conflict Management, and Firm Performance in the Retailing Setting," Asian Social Science, Canadian Center of Science and Education, vol. 21(6), pages 1-38, December.
    • Handle: RePEc:ibn:assjnl:v:21:y:2025:i:6:p:38
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    More about this item

    JEL classification:

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

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