 How to measure quality in multi-channel retailing and not die tryingEmiliano Acquila-Natale and Santiago Iglesias-Pradas Journal of Business Research, 2020, vol. 109, issue C, 38-48 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. Keywords: E-commerce; Multi-channel; Perceived quality; Customer behavior; Retail (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:109:y:2020:i:c:p:38-48 DOI: 10.1016/j.jbusres.2019.10.041 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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