Cross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness

dc.contributor.author Li, Ruizhi
dc.contributor.author Li, Yang
dc.contributor.author Liu, Hefu
dc.contributor.author Huang, Qian
dc.date.accessioned 2019-01-03T00:30:02Z
dc.date.available 2019-01-03T00:30:02Z
dc.date.issued 2019-01-08
dc.description.abstract Cross-channel integration (CCI) is increasingly considered as an important driver of customer retention in omnichannel retailing. However, the existing findings about the relationship between CCI and customer retention are contradictory, wherein both positive and non-significant findings exist. This study aims to explore the contingency role of retailer image and alternative attractiveness for the above relationship. Specifically, both two-way and three-way interaction effects of retailer image and alternative attractiveness were tested. Our survey finding confirmed the positive relationship between CCI and customer retention. We also found that the positive relationship was negatively moderated by retailer image, while positively moderated by alternative attractiveness. This study further uncovered that alternative attractiveness can weaken the negative moderating effect of retailer image. Implications and limitations of the study are discussed.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2019.569
dc.identifier.isbn 978-0-9981331-2-6
dc.identifier.uri http://hdl.handle.net/10125/59909
dc.language.iso eng
dc.relation.ispartof Proceedings of the 52nd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Electronic Marketing
dc.subject Internet and the Digital Economy
dc.subject alternative attractiveness, cross-channel integration, customer retention, retailer image
dc.title Cross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness
dc.type Conference Paper
dc.type.dcmi Text
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