Search results for "channel integration"
showing 3 items of 3 documents
Multichannel integration through innovation capability in manufacturing SMEs and its impact on performance
2021
Purpose Using online channels is an opportunity for small and medium-sized enterprises (SMEs) in the manufacturing industry to reach new markets and reduce the dependency on distributors. The challenge remains that of integrating new online channels into existing networks effectively. This paper aims to identify to what extent multichannel integration is enhanced by the innovation capability of manufacturing SMEs and the subsequent influence on their performance. Design/methodology/approach Data were collected by means of a survey aimed at managers of small manufacturing firms in Mexico and were analysed through an advanced partial least squares (PLS) approach via SmartPLS. Findings Manufa…
How is social capital formed across the digital-physical servicescape?
2022
This study examines how consumers create social capital in interactions with other customers and service personnel while shopping in retail stores that consist of both physical and digital locations. We draw on servicescape literature to explore the role of social capital in determining the social realm in digital-physical servicescapes using data from focus group discussions. We demonstrate how customers utilize both the digital and physical servicescapes in a convergent manner to form the social realm of the servicescape with the other people in service encounters. The implications provide guidelines on how the integration of digital and physical channels facilitates trust, human contact,…
Omnichannel experience: Towards successful channel integration in retail
2019
According to Deloitte’s (2018) forecast for 2018 many changes will occur in retail markets. The growth of online retailing is continuing, and it is going to have a great impact on traditional retail players. The number of physical stores will decrease, but they will still have important role in retailing. Customer experiences are now more important than ever, and digital technologies will have a key role to the store experience. Consumers are spending more and more time on smartphones relative to other devices. Typically, they conduct searches on mobile devices and make purchase in physical stores (Singh and Swait, 2017). Today, 8% of time spent online is related to shopping (Mander and Jas…