A hierarchical model of perceived value of the online channel in multi-channel retailing: Concept, measurement and impact on performance outcomes

Given the significant technological advancements in online retailing and their adoption by industry and customers, research focusing on customers perceived value of the online channel of multi-channel retailer’s warrants... [ view full abstract ]

Given the significant technological advancements in online retailing and their adoption by industry and customers, research focusing on customers perceived value of the online channel of multi-channel retailer’s warrants attention. This study focuses on a hierarchical modelling approach to the various forms of online channel value derived from customer perceived value theory and by analysing its relationships on key performance outcomes of online channel satisfaction and continuance intentions, including its non-linear effects. A cross-country setting is used to validate the theory which is shown to be robust and parsimonious across two different service contexts and country market settings. The study provides deeper customer insights for multi-channel retailers of how to balance investments in various value drivers to enhance customer satisfaction and continuance intention including examining the linearity of how online channel value influences loyalty. These findings can help researchers and multi-channel retailing providers understand where and how value is derived and formulated.