Li and Kannan (2014Li, H., & Kannan, P. K. (2014). Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), 40-56. https://doi.org/10.1509/jmr.13.0050 https://doi.org/10.1509/jmr.13.0050...
) |
Customers’ touches through multiple online channels before conversion |
✓ |
✓ |
P1; P2 |
NA |
Secondary data |
Attribution models |
Herhausen et al. (2015Herhausen, 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 https://doi.org/10.1016/j.jretai.2014.12...
) |
Customer outcomes of online-offline channel integration |
✓ |
|
P2 |
Perceived service quality; Perceived risk; Purchase intention |
Experiment |
Technology adoption models; Innovation diffusion theory |
Blom et al. (2017Blom, A., Lange, F., & Hess, R. L., Jr. (2017). Omnichannel-based promotions’ effects on purchase behavior and brand image. Journal of Retailing and Consumer Services, 39, 286-295. https://doi.org/10.1016/j.jretconser.2017.08.008 https://doi.org/10.1016/j.jretconser.201...
) |
Customer response to omnichannel promotions |
✓ |
|
P1; P2 |
Entertainment; Enjoyment; Brand attitude |
Experiment |
Congruity theory |
Huré et al. (2017Huré, E., Picot-Coupey, K., & Ackermann, C.-L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39, 314-330. https://doi.org/10.1016/j.jretconser.2017.08.011 https://doi.org/10.1016/j.jretconser.201...
) |
Omnichannel shopping value |
✓ |
|
P1; P2; P3 |
Shopping value |
Interview; Survey |
Shopping value |
Barwitz and Maas (2018Barwitz, N., & Maas, P. (2018). Understanding the omnichannel customer journey: Determinants of interaction choice. Journal of Interactive Marketing, 43(1), 116-133. https://doi.org/10.1016/j.intmar.2018.02.001 https://doi.org/10.1016/j.intmar.2018.02...
) |
Customer’s choice of channels to interact with a service provider |
✓ |
✓ |
P1; P2; P3 |
NA |
Focus group; Interview |
Means-end theory |
Fernández et al. (2018Fernández, N. V., Pérez, M. J. S., & Vázquez-Casielles, R. (2018). Webroomers versus showroomers: Are they the same? Journal of Business Research, 92, 300-320. https://doi.org/10.1016/j.jbusres.2018.08.004 https://doi.org/10.1016/j.jbusres.2018.0...
) |
Showrooming and webrooming behaviors |
✓ |
✓ |
P1; P2 |
NA |
Survey |
Elaboration likelihood model |
Harris et al. (2018Harris, P., Riley, F. D., & Hand, C. (2018). Understanding multichannel shopper journey configuration: An application of goal theory. Journal of Retailing and Consumer Services, 44, 108-117. https://doi.org/10.1016/j.jretconser.2018.06.005 https://doi.org/10.1016/j.jretconser.201...
) |
Shopping motivation in omnichannel retailing |
✓ |
|
P1; P2 |
NA |
Interview |
Goal theory |
Flavián et al. (2019Flavián, C., Gurrea, R., & Orús, C. (2019). Feeling confident and smart with webrooming: Understanding the consumer’s path to satisfaction. Journal of Interactive Marketing, 47(1), 1-15. https://doi.org/10.1016/j.intmar.2019.02.002 https://doi.org/10.1016/j.intmar.2019.02...
) |
Webrooming behavior |
✓ |
|
P1; P2 |
Confidence; Smart shopping feelings; Search process satisfaction |
Interview; Survey; Experiment |
Customer experience; Cognitive fit theory |
Frasquet et al. (2019Frasquet, M., Ieva, M., & Ziliani, C. (2019). Understanding complaint channel usage in multichannel retailing. Journal of Retailing and Consumer Services, 47, 94-103. https://doi.org/10.1016/j.jretconser.2018.11.007 https://doi.org/10.1016/j.jretconser.201...
) |
Customer segmentation by patterns of channel usage to voice complaints |
✓ |
|
P3 |
NA |
Survey |
Customer complaint behavior |
Hallikainen et al. (2019Hallikainen, H., Alamäki, A., & Laukkanen, T. (2019). Individual preferences of digital touchpoints: A latent class analysis. Journal of Retailing and Consumer Services, 50, 386-393. https://doi.org/10.1016/j.jretconser.2018.07.014 https://doi.org/10.1016/j.jretconser.201...
) |
Customer segmentation by digital touchpoints preference |
✓ |
✓ |
NS |
NA |
Survey |
Technology readiness; Innovation diffusion theory |
Herhausen et al. (2019Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty formation for different customer journey segments. Journal of Retailing, 95(3), 9-29. https://doi.org/10.1016/j.jretai.2019.05.001 https://doi.org/10.1016/j.jretai.2019.05...
) |
Customer segmentation by touchpoints usage |
✓ |
✓ |
P1; P2 |
Satisfaction; Loyalty |
Survey |
Anticipated utility theory |
De Vries and Zhang (2020De Vries, E. L. E., & Zhang, S. (2020). The effectiveness of random discounts for migrating customers to the mobile channel. Journal of Business Research, 110, 272-281. https://doi.org/10.1016/j.jbusres.2020.01.041 https://doi.org/10.1016/j.jbusres.2020.0...
) |
Customer response to channel migration stimuli |
✓ |
|
P1; P2 |
Likelihood to switch channels |
Experiment |
Theory of psychological reactance |
Farah and Ramadan (2020Farah, M. F., & Ramadan, Z. B. (2020). Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness. Journal of Retailing and Consumer Services, 53, 101973. https://doi.org/10.1016/j.jretconser.2019.101973 https://doi.org/10.1016/j.jretconser.201...
) |
Customer response to omnichannel solutions |
✓ |
|
NS |
Purchase impulsiveness; Affective experience; Word-of-mouth |
Survey |
Customer experience |
Flavián et al. (2020Flavián, C., Gurrea, R., & Orús, C. (2020). Combining channels to make smart purchases: The role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52, 101923. https://doi.org/10.1016/j.jretconser.2019.101923 https://doi.org/10.1016/j.jretconser.201...
) |
Showrooming and webrooming behaviors |
✓ |
|
P1; P2 |
Smart shopping perceptions and feelings |
Experiment |
Customer experience |
Goraya et al. (2020Goraya, M. A. S., Zhu, J., Akram, M. S., Shareef, M. A., Malik, A., & Bhatti, Z. A. (2020). The impact of channel integration on consumers’ channel preferences: Do showrooming and webrooming behaviors matter? Journal of Retailing and Consumer Services, Advance online publication. https://doi.org/10.1016/j.jretconser.2020.102130 https://doi.org/10.1016/j.jretconser.202...
) |
Customer response to channel integration |
✓ |
|
P1; P2 |
Empowerment; Patronage intention |
Survey |
Self-determination theory |
Hu and Tracogna (2020Hu, T. I., & Tracogna, A. (2020). Multichannel customer journeys and their determinants: Evidence from motor insurance. Journal of Retailing and Consumer Services, 54, 102022. https://doi.org/10.1016/j.jretconser.2019.102022 https://doi.org/10.1016/j.jretconser.201...
) |
Determinants of customer journeys in omnichannel retailing |
✓ |
✓ |
P1; P2 |
NA |
Survey |
Customer journey |
Miquel-Romero et al. (2020Miquel-Romero, M. J., Frasquet, M., & Molla-Descals, A. (2020). The role of the store in managing postpurchase complaints for omnichannel shoppers. Journal of Business Research, 109, 288-296. https://doi.org/10.1016/j.jbusres.2019.09.057 https://doi.org/10.1016/j.jbusres.2019.0...
) |
Customer choice of channels to voice post-purchase complaints |
✓ |
|
P3 |
NA |
Survey; Experiment |
Customer complaint behavior; Stimulus-organism-response model |
Quach et al. (2020Quach, S., Barari, M., Moudrý, D. V., & Quach, K. (2020). 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 https://doi.org/10.1016/j.jretconser.202...
) |
Customer response to omnichannel service integration |
✓ |
|
NS |
Flow; Perceived privacy risk; Loyalty |
Survey |
Flow theory; Hyperbolic discounting theory |
Tyrväinen et al. (2020Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102223. https://doi.org/10.1016/j.jretconser.2020.102233 https://doi.org/10.1016/j.jretconser.202...
) |
Customer response to omnichannel personalization |
✓ |
|
NS |
Cognitive and emotional experience; Word-of-mouth; Purchase intention |
Interview; Survey |
Customer experience |
Valentini et al. (2020Valentini, S., Neslin, S. A., & Montaguti, E. (2020). Identifying omnichannel deal prone segments, their antecedents, and their consequences. Journal of Retailing, 96(3), 310-327. https://doi.org/10.1016/j.jretai.2020.01.003 https://doi.org/10.1016/j.jretai.2020.01...
) |
Customer segmentation by channels used to procure and use promotions |
✓ |
✓ |
P1; P2 |
NA |
Survey |
Motivation-opportunity-ability framework |
Dahl et al. (2021Dahl, A. J., Milne, G. R., & Peltier, J. W. (2021). Digital health information seeking in an omni-channel environment: A shared decision-making and service-dominant logic perspective. Journal of Business Research, 125, 840-850. https://doi.org/10.1016/j.jbusres.2019.02.025 https://doi.org/10.1016/j.jbusres.2019.0...
) |
Customer response to omnichannel information |
✓ |
✓ |
NS |
Health self-awareness |
Survey |
Service dominant logic |
Fiestas and Tuzovic (2021Fiestas, J. C., & Tuzovic, S. (2021). Mobile-assisted showroomers: Understanding their purchase journey and personalities. Journal of Retailing and Consumer Services, 58, 102280. https://doi.org/10.1016/j.jretconser.2020.102280 https://doi.org/10.1016/j.jretconser.202...
) |
Showrooming behavior |
✓ |
✓ |
P1; P2 |
NA |
Interview |
Theory of planned behavior |
Gao and Huang (2021Gao, W., Li, W., Fan, H., & Jia, X. (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 https://doi.org/10.1016/j.jretconser.202...
) |
Customer response to omnichannel integration quality |
✓ |
|
NS |
Engagement; Loyalty |
Survey |
Customer engagement |
Gao, Fan et al. (2021Gao, W., Li, W., Fan, H., & Jia, X. (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 https://doi.org/10.1016/j.jretconser.202...
) |
Customer experience in integrated channels |
✓ |
|
NS |
Cognitive and affective experience; Usage intention |
Survey |
Stimulus-organism-response model |
Gao, Li, et al. (2021Gao, W., Li, W., Fan, H., & Jia, X. (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 https://doi.org/10.1016/j.jretconser.202...
) |
Congruence between online and offline customer experience |
✓ |
|
NS |
Retention |
Survey |
Goal theory |
Mencarelli et al. (2021Mencarelli, R., Rivière, A., & Lombart, C. (2021). Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase. Journal of Retailing and Consumer Services, 63, 102674. https://doi.org/10.1016/j.jretconser.2021.102674 https://doi.org/10.1016/j.jretconser.202...
) |
Customer response to e-channel combinations |
✓ |
|
P3 |
Perceived value |
Survey |
Customer journey |
Shankar and Jain (2021Shankar, A., & Jain, S. (2021). Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach. Journal of Retailing and Consumer Services, 58, 102306. https://doi.org/10.1016/j.jretconser.2020.102306 https://doi.org/10.1016/j.jretconser.202...
) |
Webrooming behavior |
✓ |
|
NS |
Hedonic and utilitarian value; Online risk perceptions |
Survey |
Technology acceptance model |
Swoboda and Winters (2021Swoboda, B., & Winters, A. (2021). Reciprocity within major retail purchase channels and their effects on overall, offline and online loyalty. Journal of Business Research, 125, 279-294. https://doi.org/10.1016/j.jbusres.2020.12.024 https://doi.org/10.1016/j.jbusres.2020.1...
) |
Customers’ perceptions and attitudes toward online and offline channels |
✓ |
|
NS |
Loyalty |
Survey |
Categorization theory |
Tueanrat et al. (2021aTueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021a). A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing. Journal of Retailing and Consumer Services, 61, 102550. https://doi.org/10.1016/j.jretconser.2021.102550 https://doi.org/10.1016/j.jretconser.202...
) |
Customer segmentation by channel choice |
✓ |
|
P1; P2; P3 |
Satisfaction |
Survey |
Customer journey |