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Omni-Channel Retailing in the Context of Multi-Channel Integration: A Literature Review

Yıl 2023, Sayı: 96, 279 - 301, 27.12.2023

Seyda Fatih Harmandaroğlu Remzi Altunışık

https://doi.org/10.17753/sosekev.1347810

Öz

There is a rapid change in today's understanding of retail. With the impact of the post-pandemic change in consumer behavior, consumers want to integrate their physical shopping with digital-based stores. Satisfying this demand requires the perfect integration of physical and digital merchandising. In this context, omni-channel retailing is revolutionizing the way traditional e-commerce works. With the omni-channel approach, where both physical and online stores are treated as a single store, the customer can seamlessly and uninterruptedly make purchases through either physical or digital channels. The purpose of this research is to contribute to the literature by exploring the theoretical background, antecedents, and successors of the theory by scanning the literature on omni-channel retailing in the context of multi-channel integration. The study is based on the review of 181 articles after a comprehensive search in the Web of Science database between January 2011 and May 2023. According to the research findings, planned behavior, dynamic capability, and stimulus-organism-response theories come to the fore in explaining the theoretical background of omni-channel retailing. In addition, it is stated that articles on omni-channel retailing are grouped as consumer, business, and omni-channel oriented. Finally, the research concludes with suggestions for future research.

Anahtar Kelimeler

Multichannel Channel integration Omni-channel retailing Literature review

Kaynakça

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ÇOK KANALLI ENTEGRASYON BAĞLAMINDA OMNİ-KANAL PERAKENDECİLİĞİ: LİTERATÜR TARAMASI

Yıl 2023, Sayı: 96, 279 - 301, 27.12.2023

Seyda Fatih Harmandaroğlu Remzi Altunışık

https://doi.org/10.17753/sosekev.1347810

Öz

Günümüz perakendecilik anlayışında hızlı bir değişim olduğu görülmektedir. Pandemi sonrası tüketici davranışlarındaki değişimin de etkisiyle tüketiciler fiziki temaslı alışverişlerini dijital tabanlı mağazalarla bütünleştirmek istemektedirler. Bu talebin karşılanabilmesi hem fiziki hem de dijital mağazacılığın kusursuz entegrasyonunu gerekli kılmaktadır. Bu bağlamda bütüncül kanal perakendecilik anlayışı geleneksel e-ticaretin çalışma biçiminde devrim yaratmaktadır. Gerek fiziki gerekse çevrimiçi mağazaların tek bir mağaza gibi ele alındığı bütüncül kanal anlayışı ile müşteri, alışverişini kusursuz ve kesintisiz bir şekilde ister fiziki ister dijital kanallardan yapabilmektedir. Bu araştırmanın amacı çok kanallı entegrasyon bağlamında bütüncül kanal perakendeciliğe dair yazın taraması yaparak kuramın teorik arka planını, öncül ve ardıllarını araştırarak yazına katkı sağlamaktır. Çalışma 2011 Ocak ayı ile 2023 Mayıs arasındaki dönemde Web of Science veri tabanında yapılan kapsamlı bir taramanın ardından 181 makalenin incelenmesine dayanmaktadır. Araştırma bulgularına göre bütüncül kanal perakendeciliğin teorik arka planını açıklamada planlı davranış, dinamik-yetenek ve uyarıcı-organizma-tepki teorileri ön plana çıktığı görülmektedir. Ayrıca bütüncül kanal perakendeciliğe dair makalelerin tüketici, işletme ve bütüncül kanal odaklı olarak gruplandığı ifade edilmektedir. Son olarak, araştırma sonunda araştırmacılara gelecekteki çalışmalar için önerilerde bulunulmaktadır.

Anahtar Kelimeler

Çok kanallı Kanal entegrasyonu Omni-kanal perakendeciliği Bütüncül kanal perakendecilik Yazın taraması

Kaynakça

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  • Melacini, M., Perotti, S., Rasini, M., & Tappia, E. (2018). E-fulfilment and distribution in omni-channel retailing: a systematic literature review. International Journal of Physical Distribution & Logistics Management, 48(4), 391-414. https://doi.org/10.1108/IJPDLM-02-2017-0101
  • Miquel-Romero, M., Frasquet, M., & Molla-Descals, A. (2019). The role of the store in managing post purchase complaints for omnichannel shoppers. Journal of Business Research, 109, 288–296. https://doi.org/10.1016/j.jbusres.2019.09.057
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  • Mwanza, P., & Ingari, B. (2015). Strategic role of distribution as a source of competitive advantage in fast-moving consumer goods in Kenya. International Journal of Scientific and Research Publications, 5(10), 1–14.
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  • Pagani, M., Racat, M., & Hofacker, C. F. (2022). Adding Voice to the Omnichannel and How that Affects Brand Trust. Journal of Interactive Marketing, 48, 89–105. https://doi.org/10.1016/j.intmar.2019.05.002
  • Pangarkar, A., Arora, V., & Shukla, Y. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 68, 103001. https://doi.org/10.1016/j.jretconser.2022.103001
  • Park, J., & Kim, R. B. (2019). The effects of integrated information & service, institutional mechanism and need for cognition (NFC) on consumer omnichannel adoption behavior. Asia Pacific Journal of Marketing and Logistics, 33(6), 1386-1414. https://doi.org/10.1108/APJML-06-2018-0209
  • Park, S., & Lee, D. (2017). An empirical study on consumer online shopping channel choice behavior in omni-channel environment. Telematics and Informatics, 34(8), 1398–1407. https://doi.org/10.1016/j.tele.2017.06.003
  • Paul, J., & Criado, A. R. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29(4), 101717. https://doi.org/10.1016/j.ibusrev.2020.101717
  • Paul, J., Agatz, N., Spliet, R., & De Koster, R. (2019). Shared capacity routing problem− An omni-channel retail study. European Journal of Operational Research, 273(2), 731-739. https://doi.org/10.1016/j.ejor.2018.08.027
  • Perannagari, K. T., & Chakrabarti, S. (2019). Factors influencing acceptance of augmented reality in retail: insights from thematic analysis. International Journal of Retail & Distribution Management, 48(1), 18–34. https://doi.org/10.1108/IJRDM-02-2019-0063
  • Pereira, M. L., Petroll, M. de L. M., Soares, J. C., Matos, C. A. de., & Hernani-Merino, M. (2023). Impulse buying behavior in omnichannel retail: an approach through the stimulus-organism response theory. International Journal of Retail & Distribution Management, 51(1), 39–58. https://doi.org/10.1108/IJRDM-09-2021-0394
  • Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5–16. https://doi.org/10.2753/JEC1086-4415180400
  • Prieto-Sandoval, V., Alfaro, J. A., Mejía-Villa, A., & Ormazabal, M. (2016). ECO-labels as a multidimensional research topic: Trends and opportunities. Journal of Cleaner Production, 135, 806–818. https://doi.org/10.1016/j.jclepro.2016.06.167
  • Quach, S., Barari, M., Moudrý, D. V., & Quach, K. (2022). Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services, 65, 102267. https://doi.org/10.1016/j.jretconser.2020.102267
  • Rigby, D. (2011). The future of shopping. Harvard Business Review, 89, 65–76.
  • Rodríguez-Torrico, P., Trabold Apadula, L., San-Martín, S., & San José Cabezudo, R. (2020). Have an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfaction. Journal of Marketing Management, 36(17/18), 1731–1761. https://doi.org/10.1080/0267257X.2020.1801798
  • Rosenmayer, A., McQuilken, L., Robertson, N., & Ogden, S. (2018). Omni-channel service failures and recoveries: refined typologies using Facebook complaints. Journal of Services Marketing, 32(3), 269-285. https://doi.org/10.1108/JSM-04-2017-0117
  • Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53–67. https://doi.org/10.1016/j.jbusres.2017.03.025
  • Savastano, M., Bellini, F., B, D. F., & De Marco, M. (2019). Technology adoption for the integration of online–offline purchasing. International Journal of Retail & Distribution Management, 47(5), 474–492. https://doi.org/10.1108/IJRDM-12-2018-0270
  • Shen, X. L., Li, Y. J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61–73. https://doi.org/10.1016/j.dss.2018.01.006
  • Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325–336. https://doi.org/10.1016/j.ijinfomgt.2019.09.001
  • Silva, S. C. E., Martins, C. C., & Sousa, J. M. D. (2018). Omnichannel approach: Factors affecting consumer acceptance. Journal of Marketing Channels, 25(1–2), 73–84. https://doi.org/10.1080/1046669X.2019.1647910
  • Sorkun, M. F., Yumurtacı Hüseyinoğlu, I. Ö., & Börühan, G. (2020). Omni-channel capability and customer satisfaction: mediating roles of flexibility and operational logistics service quality. International Journal of Retail & Distribution Management, 48(6), 629–648. https://doi.org/10.1108/IJRDM-07-2019-0235
  • Tagashira, T. (2022). Information effects of warehouse automation on sales in omnichannel retailing. Journal of Retailing and Consumer Services, 66, 102903. https://doi.org/10.1016/j.jretconser.2021.102903
  • Tyrväinen, O., & Karjaluoto, H. (2019). Omnichannel experience: Towards successful channel integration in retail. Journal of Customer Behavior, 18(1), 17–34. https://doi.org/10.1362/147539219X15633616548498
  • Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
  • Von Briel, F. (2018). The future of omnichannel retail: A four-stage Delphi study. Technological Forecasting and Social Change, 132, 217-229. https://doi.org/10.1016/j.techfore.2018.02.004
  • Wei, G., Wenqian, L., Hua, F., & Xingping, J. (2021). How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics. Journal of Retailing and Consumer Services, 60, 102487. https://doi.org/10.1016/j.jretconser.2021.102487
  • Wollenburg, J., Holzapfel, A., & Hübner, A. (2019). Omni-channel customer management processes in retail: An exploratory study on fulfillment-related options. Logistics Research, 12(1), 1-15. https://doi.org/10.23773/2019_7
  • Xie, C., Chiang, C.-Y., Xu, X., & Gong, Y. (2023). The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store. Journal of Retailing and Consumer Services, 72, 103227. https://doi.org/10.1016/j.jretconser.2022.103227
  • Xu X., & Jackson, J. E. (2019). Examining customer channel selection intention in the omni-channel retail environment. International Journal of Production Economics, 208, 434–445. https://doi.org/10.1016/j.ijpe.2018.12.009
  • Xu, X., & Jackson, J. E. (2019a). Investigating the Influential Factors of Return Channel Loyalty in Omni-Channel Retailing. International Journal of Production Economics, 216, 118–132. https://doi.org/10.1016/j.ijpe.2019.03.011
  • Ya Ping, C., & Jingwen, L. (2022). Seamless experience in the context of omnichannel shopping： scale development and empirical validation. Journal of Retailing and Consumer Services, 64, 102800. https://doi.org/10.1016/j.jretconser.2021.102800
  • Yadav, V. S., Tripathi, S., & Singh, A. R. (2019). Bi-objective optimization for sustainable supply chain network design in omnichannel. Journal of Manufacturing Technology Management, 30(6), 972–986. https://doi.org/10.1108/JMTM-06-2017-0118
  • Yan, B., Chen, Y. R., Zhou, X. T., & Fang, J. (2019). Consumer behavior in the omni-channel supply chain under social networking services. Industrial Management & Data Systems, 119(8), 1785-1801. https://doi.org/10.1108/IMDS-03-2019-0111
  • Yang, S., Zhou, Y., Yao, J., Chen, Y., & Wei, J. (2019). Understanding online review helpfulness in omnichannel retailing. Industrial Management & Data System, 119, 1565–1580. https://doi.org/10.1108/IMDS-10-2018-0450
  • Ye, Y., Lau, K. H., & Teo, L. K. Y. (2018). Drivers and barriers of omni-channel retailing in China: A case study of the fashion and apparel industry. International Journal of Retail & Distribution Management, 46(7), 657-689. https://doi.org/10.1108/IJRDM-04-2017-0062
  • Yin, C. C., Chiu, H. C., Hsieh, Y. C., & Kuo, C. Y. (2022). How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior. Journal of Retailing and Consumer Services, 69, 103070. https://doi.org/10.1016/j.jretconser.2022.103070
  • Yokoyama, N., Azuma, N., & Kim, W. (2023). The impact of e-retail usage on relative retail patronage formation. International Journal of Retail & Distribution Management, 51(13), 16–32. https://doi.org/10.1108/IJRDM-04-2022-0142
  • Yrjölä, M., Saarijärvi, H., & Nummela, H. (2018). The value propositions of multi-, cross-, and omni-channel retailing. International Journal of Retail & Distribution Management, 46(11/12), 1133-1152. https://doi.org/10.1108/IJRDM-08-2017-0167
  • Yumurtacı Hüseyinoğlu, I. Ö., Galipoğlu, E., & Kotzab, H. (2017). Social, local, and mobile commerce practices in omni-channel retailing: Insights from Germany and Turkey. International Journal of Retail and Distribution Management, 45(7–8), 711–729. https://doi.org/10.1108/IJRDM-09-2016-0151
  • Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28, 181–193. https://doi.org/10.1016/j.elerap.2018.02.002
  • Zhou, M., Geng, D., & Abhishek, V. (2020). When the Bank comes to you: Branch network and customer Omnichannel banking behavior. Information Systems Research, 31(1), 176–197. https://doi.org/10.1287/isre.2019.0880
Toplam 118 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Türkçe ve Sosyal Bilimler Eğitimi (Diğer)
Bölüm Makaleler
Yazarlar

Seyda Fatih Harmandaroğlu 0000-0001-5111-2940

Remzi Altunışık 0000-0001-7934-1841

Yayımlanma Tarihi 27 Aralık 2023
Yayımlandığı Sayı Yıl 2023 Sayı: 96

Kaynak Göster

APA Harmandaroğlu, S. F., & Altunışık, R. (2023). ÇOK KANALLI ENTEGRASYON BAĞLAMINDA OMNİ-KANAL PERAKENDECİLİĞİ: LİTERATÜR TARAMASI. EKEV Akademi Dergisi(96), 279-301. https://doi.org/10.17753/sosekev.1347810
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