Choosing Optimal Omnichannel Coupon Redeeming Options in Multiple Channel Settings

Adam Vrechopoulos, Chris Lazaris () and Stavros Theodoratos
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Adam Vrechopoulos: ELTRUN, E-Business Research Center, Department of Management Science & Technology, School of Business, Athens University of Economics and Business, 104 34 Athina, Greece
Chris Lazaris: ELTRUN, E-Business Research Center, Department of Management Science & Technology, School of Business, Athens University of Economics and Business, 104 34 Athina, Greece
Stavros Theodoratos: ELTRUN, E-Business Research Center, Department of Management Science & Technology, School of Business, Athens University of Economics and Business, 104 34 Athina, Greece

Administrative Sciences, 2022, vol. 12, issue 4, 1-17

Abstract: This article examines omnichannel redemption options when issuing digital coupons over social media. It investigates which channels or combinations of them provide optimal performance in terms of service-quality perception, customer satisfaction, and revenue. For that purpose, it compares three omnichannel redeeming options employing a between-participant quasi-experimental design that utilizes the primary data of a sporting goods retailer in Greece and a questionnaire as a data-collection instrument to investigate cause and effect relationships. Those three omnichannel redeeming options are analyzed in two pairwise comparisons: (a) multichannel (both online and offline) vs. offline-only (physical store), and (b) multichannel (both online and offline) vs. online-only (online store). Results reveal that while perceived service quality is essential to improve customer satisfaction, especially if satisfying the need for interaction with service employees, revenue performance depends only on the availability of multiple redemption options. Theoretical, practical, and research implications are thoroughly discussed at the end.

Keywords: omnichannel retailing; coupons; customer satisfaction; perceived service quality; store revenues (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2022
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