Multichannel integration along the customer journey: a systematic review and research agenda

How does price variance among purchase channels affect consumers’ cognitive process when shopping online?

The rise of a flourishing online shopping market has expanded the range of purchase channels available to consumers. Meanwhile, the competition among channels has become increasingly fierce. In this study, the changes in cognitive processes caused by price variance among channels were investigated using event-related potentials. Several daily necessities with low or high price variance between a self-operated business channel and third-party seller channels were chosen as the study objects from a well-known electronic business platform. Thirty participants’ electroencephalograms were collected while they faced higher or lower price variance during the experiment. The results showed that small price variances between the two channels tended to intensify component N2, while big price variances tended to diminish component P3. These results suggest that N2 may reflect consumers’ identification process for price variance and inhibition of a planned response, while P3 may reflect the activation of attention caused by task difficulty due to price variance. These findings indicate that the changes in ERP components N2 and P3 may act as cognitive indices that measure customers’ identification and attention distribution when considering product price variances among online purchase channels.

Impact of the critical factors of customer experience on well-being: Joy and customer satisfaction as mediators

This study constructs a formation model of customer well-being (CWB) in customer experience with joy and customer satisfaction as mediating factors linking three critical factors—convenience, performance and relationship of customer experience with CWB. By collecting data from customers of retailing, the model was empirically tested. The results show that the three critical factors all have positive effects on CWB. Meanwhile, service performance has a direct effect on CWB. Joy plays a key role in the formation of CWB mediating the relationship between the three critical factors and CWB. This study is the first in the literature to explore CWB from the perspective of customer experience with joy as an antecedent of CWB. It provides important implications for managers to enhance customer experience and CWB in the service setting. It also helps managers to pay attention to the role of customer joy in customer experience and make full use of it.

The Theoretical and Practical Evolution of Customer Journey and Its Significance in Services Sustainability

In the scientific literature, the concept of the “customer journey (CJ)” has only recently been introduced, and, accordingly, it lacks robust empirical evidence. Still, the number of papers concerning the CJ has increased exponentially in recent years. The aim of this paper is to fully represent the available CJ research in services and highlight its importance for service sustainability. Since the current CJ literature mainly includes qualitative data, this paper is a narrative review based on the Preferred Reporting Items for Systematic Review and Meta-Analysis checklist. The systematic literature review conducted by the authors is based on peer-reviewed articles published up until 2019. The main findings mostly concern the conceptualization of the CJ at a theoretical and practical level—CJ definitions and evolution for the former and customer journey mapping for the latter—as well as to present new perspectives of the examined terms in the services peer-reviewed bibliography and verify their contribution to service sustainability. CJ monitoring helps the development of a more sustainable service because it advances service innovation and effective channel management. Furthermore, it leads managers to understand their customer decision-making process and better allocate their resources by establishing a sustainable service design throughout the various service phases.

Factors of customers’ channel choice in an omnichannel environment: a systematic literature review

The proliferation of mobile devices and the continuous development of online technologies has led to an increasing variety of channels, leaving customers with a choice of channel alongside the choice of product, service, or retailer. Any attempt to optimize customer experience and engage in successful omnichannel management will require a complete, multifaceted understanding of the processes around channel choice of customers. To date, the many existing studies around multi- and omnichannel research have failed to yield an integrated, comprehensive synthesis of factors involved in customers´ channel choice. Our study conducted a systematic literature review to the end of identifying the factors involved in channel choice which appear in the scientific literature on this topic over the last two decades. We retrieved 128 papers from three bibliographic databases (EBSCO Host, Scopus, and Web of Science) and carried out descriptive analysis on them. Qualitative thematic analysis inductively extracted 66 different factors of channel choice, each assignable to five broader categories, from the studies included in the review. The findings indicate that perceived channel characteristics, customer needs and situational or contextual factors influence customers´ channel choice directly, and customer characteristics and characteristics of products or services influence it indirectly. Alongside its presentation of an integrated conceptual framework comprising these relationships, our study details a comprehensive research agenda with regards to theories, contexts, and methods and, in particular, with regards to factors influencing customers´ channel choice. Our findings advance the academic understanding of channel choice behavior and provide researchers and practitioners in this area with information on important implications for omnichannel management.

A binding tie: why do customers stick to omnichannel retailers?

Purpose

This study employed the commitment–trust theory in social psychology and relationship marketing to explore female customers' perception of channel integration quality in omnichannel retailing and its influence on their relationship commitment to and trust in the relationship with retailers, and thus on their stickiness. Channel integration quality consists of two dimensions: channel service configuration (channel choice breadth and channel service transparency) and integrated interactions (content consistency, process consistency and perceived fluency).

Design/methodology/approach

The study was carried out via a questionnaire survey, to which 868 valid responses were collected. The partial least squares technique was used to test the hypotheses.

Findings

Channel service transparency and perceived fluency influence relationship commitment; content consistency, process consistency and perceived fluency all have significant effects on trust. Interestingly, although less influential than integrated interactions, channel service configuration is the foundation of channel integration quality, testifying to its significant role.

Originality/value

This study provides strong evidence on how channel integration quality affects customer stickiness. Moreover, this study replicates the finding of significant relationships among relationship commitment, trust and stickiness in omnichannel retailing.

Coordinating Healthcare with Artificial intelligence-supported Technology for Atrial Fibrillation patients (CHAT-AF): Protocol for a Randomised Controlled Trial (Preprint)

Background

Atrial fibrillation (AF) is an increasingly common chronic health condition for which integrated care that is multidisciplinary and patient-centric is recommended yet challenging to implement.

Objective

The aim of Coordinating Health Care With Artificial Intelligence–Supported Technology in AF is to evaluate the feasibility and potential efficacy of a digital intervention (AF-Support) comprising preprogrammed automated telephone calls (artificial intelligence conversational technology), SMS text messages, and emails, as well as an educational website, to support patients with AF in self-managing their condition and coordinate primary and secondary care follow-up.

Methods

Coordinating Health Care With Artificial Intelligence–Supported Technology in AF is a 6-month randomized controlled trial of adult patients with AF (n=385), who will be allocated in a ratio of 4:1 to AF-Support or usual care, with postintervention semistructured interviews. The primary outcome is AF-related quality of life, and the secondary outcomes include cardiovascular risk factors, outcomes, and health care use. The 4:1 allocation design enables a detailed examination of the feasibility, uptake, and process of the implementation of AF-Support. Participants with new or ongoing AF will be recruited from hospitals and specialist-led clinics in Sydney, New South Wales, Australia. AF-Support has been co-designed with clinicians, researchers, information technologists, and patients. Automated telephone calls will occur 7 times, with the first call triggered to commence 24 to 48 hours after enrollment. Calls follow a standard flow but are customized to vary depending on patients’ responses. Calls assess AF symptoms, and participants’ responses will trigger different system responses based on prespecified protocols, including the identification of red flags requiring escalation. Randomization will be performed electronically, and allocation concealment will be ensured. Because of the nature of this trial, only outcome assessors and data analysts will be blinded. For the primary outcome, groups will be compared using an analysis of covariance adjusted for corresponding baseline values. Randomized trial data analysis will be performed according to the intention-to-treat principle, and qualitative data will be thematically analyzed.

Results

Ethics approval was granted by the Western Sydney Local Health District Human Ethics Research Committee, and recruitment started in December 2020. As of December 2021, a total of 103 patients had been recruited.

Conclusions

This study will address the gap in knowledge with respect to the role of postdischarge digital care models for supporting patients with AF.

Trial Registration

Australian New Zealand Clinical Trials Registry ACTRN12621000174886; https://www.australianclinicaltrials.gov.au/anzctr/trial/ACTRN12621000174886

International Registered Report Identifier (IRRID)

DERR1-10.2196/34470