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Bütüncül Kanal Entegrasyon Kalitesi Boyutlarının Tüketicilerin Satın Alma Niyeti Üzerindeki Etkileri

Year 2022, Volume: 15 Issue: 1, 223 - 250, 30.06.2022
https://doi.org/10.37093/ijsi.1080401

Abstract

Bilgi ve iletişim teknolojilerindeki gelişmeler, perakendeciler ile tüketiciler arasındaki işlemlerin gerçekleştirilmesi için alternatif kanalların giderek yaygınlaşmasına ve benimsenmesine neden olmuştur. Bu durum; perakendecilerin sorunsuz müşteri deneyimini geliştirmeleri, veri uyumsuzluğunu azaltmaları ve birden çok kanalı bağımsız olarak yönetme güçlüğünü aşmak için, mevcut kanalların sinerjisine ve entegrasyonuna odaklanan bütüncül kanal stratejisine geçişi teşvik etmiştir. Bütüncül kanal sisteminin kurulmasının ve başarılmasının temel özelliği, kanal entegrasyon kalitesinin sağlanmasıdır. Bu bağlamda çalışmada, tüketicilerin hizmet kalitesi değerlendirmesi için büyük önem taşıyan bütüncül kanal entegrasyon kalitesi boyutlarının belirlenmesi ve bu boyutların tüketicilerin satın alma niyeti üzerindeki etkisinin araştırılması amaçlanmıştır. Çalışmada bütüncül kanal entegrasyon kalitesi boyutlarının belirlenmesinde ve bu boyutların tüketicilerin satın alma niyeti üzerindeki etkisini ölçmede ilgili literatürden yararlanılarak oluşturulan bir modelden yararlanılmıştır. Çalışma, 18 yaşın üzerinde olan ve giyim alışverişlerinde bütüncül kanal deneyimi bulunan 459 tüketicinin katılımıyla, çevrimiçi anket yöntemiyle yapılmıştır. SPSS ve Smart PLS paket programı kullanılarak yapılan analizde bütüncül kanal entegrasyon kalitesinin; kanal hizmet yapılandırma, içerik tutarlılığı, süreç tutarlılığı, güvence ve kanal karşılıklılık kalitesi boyutlarından oluştuğu bulunmuştur. Smart PLS programı ile gerçekleştirilen yapısal eşitlik modellemesi analizi sonucuna göre, güvence, kanal hizmet yapılandırma ve süreç tutarlılığı kalitesi boyutları tüketicilerin satın alma niyeti üzerinde anlamlı etkilere sahipken; kanal karşılıklılık ve içerik tutarlılığı kalitesi boyutları anlamlı etkilere sahip değildir.

References

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The Effects of Omnichannel Integration Quality Dimensions on Consumers' Purchase Intention

Year 2022, Volume: 15 Issue: 1, 223 - 250, 30.06.2022
https://doi.org/10.37093/ijsi.1080401

Abstract

Advances in information and communication technologies have led to the growing and adoption of alternative channels to carry out transactions between retailers and consumers. This has encouraged the transition to a omnichannel strategy focused on the synergy and integration of existing channels, so retailers can improve the seamless customer experience, reduce data incompatibility and overcome the hassle of independently managing multiple channels. The main feature of the installation and performance of the omnichannel system is to ensure the quality of channel integration. In this context, the study aimed to determine the omnichannel integration quality that is essential for consumer service quality assessment and to investigate the impact of these dimensions on consumers purchase intention. The study was conducted through an online survey method, with the participation of 459 consumers. According to results obtained from SPSS and Smart PLS software, it is found that the omnichannel integration quality consist of channel service configuration, content consistency, process consistency, assurance and channel reciprocity quality dimensions. According to structural equity modeling anaysis results performed with Smart PLS program, quality of assurance, channel service configuration and process consistency dimensions have significant effects while channel reciprocity and content consistency quality dimensions have no significant effects on consumer purchase intention.

References

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  • Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M. & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514−538. https://doi.org/10.1108/IJCHM-10-2016-0568
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  • Berg, U. & Tornblad, J. (2017). Decorating omnichannels: Shedding light on the consumer perspective on omnichannel behavior [Master’s Thesis, Department of Business Studies, Uppsala University]. https://www.diva-portal.org/smash/get/diva2:1115471/FULLTEXT01.pdf
  • Berman, B., & Thelen, S. (2004). A guide to developing and managing a well-integrated multi-channel retail strategy. International Journal of Retail & Distribution Management, 32(3), 147−156. https://doi.org/10.1108/09590550410524939
  • Berman, B., & Thelen, S. (2018). Planning and implementing an effective omnichannel marketing program. International Journal of Retail & Distribution Management, 46(7), 598−614. https://doi.org/10.1108/IJRDM-08-2016-0131
  • Brynjolfsson, E., Hu, Y. J. & Rahman, M. S. (2013). Competing in the age of omnichannel retailing, MIT Sloan Management Review, 54(4), 1−7.
  • Byrne, T.M.M. (2017). Omnichannel: How will it impact retail forecasting and planning processes?, Journal of Business Forecasting, 35(4), 4−9.
  • Cao, L. & Li, L. (2015). The impact of cross-channel integration on retailers' sales growth, Journal of Retailing, 91(2), 198–216
  • Cheah, J.-H., Lim, X.-J., Ting, H., Liu, Y., & Quach, S. (2022). Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing. Journal of Retailing and Consumer Services, 65, 1−12. https://doi.org/10.1016/j.jretconser.2020.102242
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  • Çabuk, S., Demir, D. & Yıldız, S. Y. (2018, Haziran 27-29). Omnichannel dünyasında tüketicilerin satın alma davranışları. Kocaeli Üniversitesi 23. Pazarlama Kongresi 27-29 Haziran 2018, Pazarlama & Endüstri 4.0 ve Ötesi Bildiri Kitabı (ss. 804−813).
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18(1), 39−50. https://doi.org/10.2307/3151312
  • Fuente, A.M.M. (2019). Omnichannel retailing and changing habits in consumer shopping behavior [Doctoral dissertation, Universidad de la Rioja]. https://investigacion.unirioja.es/documentos/5d687f5d29995268c6b80255
  • Gao, W., Fan, H., Li, W., & Wang, H. (2021). Crafting the customer experience in omnichannel contexts: The role of channel integration. Journal of Business Research, 126, 12−22. https://doi.org/10.1016/j.jbusres.2020.12.056
  • Garson, G. D. (2016). Partial least squares: Regression and structural equation model. Statistical Associates Publishing.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. Pearson Education Limited.
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139−152. https://doi.org/10.2753/MTP1069-6679190202
  • Hamouda, M. (2019). Omni-channel banking integration quality and perceived value as drivers of consumers’ satisfaction and loyalty. Journal of Enterprise Information Management, 32(4), 608−625. https://doi.org/10.1108/JEIM-12-2018-0279
  • Hansen, R. & Sia, S.K. (2015). Hummel’s digital transformation toward omnichannel retailing: Key lessons learned. MIS Quarterly Executive, 14(2), 51−66.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115−135. https://doi.org/10.1007/s11747-014-0403-8
  • Herhausen, D., Binder, J., Schoegel, M. & Herrmann, A. (2015). Integrating bricks with clicks: Retailer-level and channel-level outcomes of online-offline channel integration, Journal of Retailing, 91(2), 309−325. https://doi.org/10.1016/j.jretai.2014.12.009
  • Hossain, T. M. T., Akter, S., Kattiyapornpong, U., & Dwivedi, Y. K. (2019). Multichannel integration quality: A systematic review and agenda for future research. Journal of Retailing and Consumer Services, 49, 154−163. https://doi.org/10.1016/j.jretconser.2019.03.019
  • Hossain, T. M. T., Akter, S., Kattiyapornpong, U., & Dwivedi, Y. (2020). Reconceptualizing integration quality dynamics for omnichannel marketing. Industrial Marketing Management, 87, 225−241. https://doi.org/10.1016/j.indmarman.2019.12.006
  • Hossain, T.M.T., Akter, S., Kattiyapornpong U., & Wamba, S. F. (2017). The impact of integration quality on customer equity in data driven omnichannel services marketing. Procedia Computer Science, 121, 784–790. https://doi.org/10.1016/j.procs.2017.11.101
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There are 69 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Serkan Kılıç 0000-0001-8060-7504

Büşra Tutan 0000-0001-8595-9701

Publication Date June 30, 2022
Submission Date February 28, 2022
Published in Issue Year 2022 Volume: 15 Issue: 1

Cite

APA Kılıç, S., & Tutan, B. (2022). Bütüncül Kanal Entegrasyon Kalitesi Boyutlarının Tüketicilerin Satın Alma Niyeti Üzerindeki Etkileri. International Journal of Social Inquiry, 15(1), 223-250. https://doi.org/10.37093/ijsi.1080401

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