Linking Channel Integration Store Atmosphere Need for Tactility Salesperson Credibility with Customer Patronage Intentions

Abstract

newline The term Omnichannel was coined by Parker and Hand (2009) and was defined by Rigby (2011) as an integrated sales experience that combines the benefits of physical stores with that of the online channels. Recent industry reports have observed rising trends in internet (especially smartphones) users who prefer using multiple channels (such as offline and online), seek shopping convenience while shopping across channels, and gaining control over their shopping process (Kantar-IMRB, 2018; GfK, 2015). Recent retailing literature has highlighted the need for retailers to adopt channel integration (leading to omnichannel retailing) owing to a rise in internet penetration and change in customer shopping behaviour. Verhoef, Kannan and Inman (2015) have posited that channel integration is the central tenet of omnichannel retailing. Zhang et al. (2018) have defined channel integration as the degree to which a retailer coordinates its multiple channels to offer synergies for the firm and seamless experience for its customers. Beck and Rygl (2015) have pointed out the need to understand the channel integration from the perspective of both customers and retailers. newlineRetailing literature has also outlined traditional factors that impact customer patronage behaviour. These include store atmosphere (Donovan and Rossiter, 1982; Baker, Levy and Grewal, 1992; Turley and Milliman, 2000; Poncin and Mimoun, 2014), salesperson credibility (Darian et al., 2005; Swinyard, 1995; Rapp et al., 2015) and customer s need for tactility or NFT (Klatzky and Lederman, 1992; Peck and Childers, 2003). Researchers have found a positive impact of the above factors on customer loyalty intentions and retailers performance (Baker et al., 2002; Grewal et al., 2003; Grossbart et al., 1990). However, it is not yet clear as to the extent to which the channel integration is influencing the impact of the above traditional factors on customer shopping behaviour and their patronage intentions