A carregar...
Publicação
Channel integration impact on customers’ purchase intention: The mediating role of salespeople
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1006.3 KB | Adobe PDF |
Autores
Resumo(s)
Omnichannel retailing is increasingly essential. This study builds on the Stimulus-Organism-Response
Model (S-O-R) to understand the direct effect of channel integration on customers’ in-store purchase
intention. Moreover, the mediated effect of salespeople interaction quality and salespeople trust
and the moderator role of showrooming are explored. We find that salespeople interaction quality
and salespeople trust, fully mediate the relationship between channel integration and customers’
future purchase intention. Furthermore, trust fully mediates the relationship between salespeople
interaction quality and customers’ future buying intention. With a customer-centric perspective, this
study extends channel integration literature. Suggestions for further research are provided.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Omnichannel Retailing Channel integration Salespeople Trust Showrooming