| With rapid development of information technology in recent dozen years,consumers expect shopping through multi-channel at any time and place,which has become a rapidly growing phenomenon.Consumers transfer from regular shopping to all-weather shopping,from shopping at fixed places to shopping at all space,from passive shopping to active shopping,from popular shopping to personalized shopping.The consumers are no longer loyal to sole retailing channel,but alternately shop in physical stores,PC online stores,mobile online stores and even social stores.Besides,consumers start to expect good integration of different channels,thus enjoying consistent and seamless shopping experience.Through the practice of retailing enterprises,it can be found that multi-channel retailing combining entity with virtuality has become a mainstream trend.Many retailing enterprises attempt to integrate channels after adopting multi-channel retailing,but physical channel and E-channel conflict constantly,and even weaken the loyalty of each other,which causes cannibalization effect of “1+1<2”.In fact,the nature of multi-channel retailing is not simply increasing multiple marketing channels,but rationally integrating multiple channels.Enjoying seamless shopping experience through multi-channel is still a distant goal for consumers in reality.Customer loyalty is an important indicator of enterprise competitiveness,and evaluation criterion of multi-channel retailing based on customer perspective.After adopting multi-channel retailing,overall customer loyalty of enterprises responses the overall competitiveness.Most of current research on retailing channel and customer loyalty study the relationship with customer loyalty from the perspective of single channel,such as the relationship between retailing store service and customer loyalty,the relationship between E-service and customer loyalty.From the perspective of integration service of multi-channel retailing enterprises,the paper attempts to research the relationship between multi-channel retailing service(including multi-channel integration service,retailing store service and E-service)and customer loyalty.The research problem in this paper is defined as “how multi-channel retailing enterprises promote overall customer loyalty from the perspective of integration service of physical channel and E-channel”.To solve this problem,the paper researches three issues:Why? What? How?Firstly,the paper makes literature review about six modules of multi-channel retailing and logical relationship between them,multi-channel service quality and customer loyalty,etc,which is literature basis of the paper.Secondly,the paper elaborates why the change of consumption demand can drive evolution of channel mode of multi-channel retailing,analyzes the relationship between change of consumption demand and evolution stage of different retailing channels from theoretical perspective.Besides,the paper expounds that the era of mobile internet has entered the age of consumption paramountcy.If consumption demand is manifested as SOLOMO,only advanced stage of multi-channel retailing namely omni-channel retailing can correspond with this consumption demand well.This chapter solves the problem of “why”.Thirdly,from theoretical level,the paper constructs theoretical framework of multi-channel retailing of integration service perspective,builds sales process and purchase process of multi-channel retailing of integration service perspective.Through contrastive analysis about integration and synergy contents of three strategic orientations,namely multi-channel separation,multi-channel synergy and multi-channel integration,the paper clearly indicates that multi-channel theoretical framework of integration service perspective mainly includes integration and synergy of multiple aspects such as strategic selection and design,operation process and synergistic marketing,etc.Retail enterprises can integrate multi-channel through top-down forward integration from strategy to tactics or through down-top reverse integration from tactics to strategy.At strategic layer,the degree of multi-channel integration is higher,and customers' perception for multi-channel integration service is also higher,so customers can enjoy better seamless multi-channel shopping experience.This chapter explains “what” is multi-channel retailing of integration service perspective from theoretical level.The theoretical analysis of “why” and “what” belongs to qualitative analysis.Fourthly,from the perspective of operable empirical study,the paper analyzes the relationship among retailing store service quality,E-service quality,multi-channel integration service quality and customer loyalty through structural equation model and regression method.According to the results of empirical analysis,multi-channel integration service quality generated by integration synergy of physical channel and E-channel has significantly positive influence on customer loyalty,and produces synergistic effect of “1+1>2”.Retailing store service quality and E-service quality has positive interaction influence on multi-channel integration service quality.Multi-channel integration service quality partially mediates the relationship between retailing store service quality and customer loyalty as well as the relationship between E-service quality and customer loyalty.Besides,under environment of multi-channel retailing,the influence of retailing store service quality on customer loyalty is complex.In short,under environment of multi-channel retailing,improving multi-channel integration service quality can significantly promote overall customer loyalty of retailing enterprises.These two empirical chapters mainly solve the problem of “how” from operable perspective.The empirical analysis of “how” belongs to quantitative research.The paper finds that multi-channel integration service quality generated by full integration of physical channel and E-channel by multi-channel retailing enterprises can significantly promote overall customer loyalty.It indicates direction for multi-channel retailing enterprises that customer loyalty should be managed from overall perspective of enterprises instead of being separately managed from each channel.Besides,according to the paper,under environment of multi-channel retailing,the influence of retailing store service quality on customer loyalty is not obvious.It shows that multi-channel retailing enterprises can not improve customer loyalty simply by promoting retailing store service quality.To enhance customer loyalty,it's necessary to promote E-service quality and multi-channel integration service quality generated by integration synergy of physical channel and E-channel.Furthermore,positive interaction influence of retailing store service quality and E-service quality on multi-channel integration service quality indicates that only higher retailing store service quality and E-service quality can form higher multi-channel integration service quality.Therefore,it can be concluded that under environment of multi-channel retailing,retailing store service quality is “hygiene factor” to improve customer loyalty,while E-service quality especially multi-channel integration service quality is “motivational factor” to enhance customer loyalty. |
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