Does cross-channel consistency always create brand loyalty in omni-channel retailing?
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 5 December 2023
Issue publication date: 18 January 2024
Abstract
Purpose
Research to date has yet to reach a consensus regarding the role of cross-channel consistency in omni-channel retailing. Therefore, this study aims to clarify the impact of cross-channel consistency on brand trust and loyalty by differentiating four dimensions of consistency (i.e. product, service, price and promotion consistency) and exploring the moderating roles of showrooming and webrooming motivation in these relationships.
Design/methodology/approach
A survey method is used to collect data. A total of 550 valid responses were obtained from multi-channel apparel brands' customers. Hypotheses were tested by employing structural equation modeling and hierarchical multiple regression analysis.
Findings
The results indicate that product and service consistency positively influence brand loyalty via brand trust, whereas price and promotion consistency do not. Furthermore, showrooming motivation negatively moderates the effects of service, price and promotion consistency on brand trust, while webrooming motivation positively moderates the effects of product, price and promotion consistency on brand trust.
Originality/value
This study contributes to the omni-channel retailing literature by examining the effects of different dimensions of cross-channel consistency and the moderating roles of showrooming and webrooming motivation to unravel the contradictions of previous studies. It reveals both the beneficial and dark sides of cross-channel consistency. It also extends the knowledge of brand building and cross-channel behavior in omni-channel retailing.
Keywords
Acknowledgements
This work was funded by the Humanities and Social Science Fund of the Ministry of Education of the People's Republic of China (No: 18YJA630065) and National Social Science Fund of China (No: 21BGL044).
Citation
Liu, T. and Liu, M. (2024), "Does cross-channel consistency always create brand loyalty in omni-channel retailing?", International Journal of Retail & Distribution Management, Vol. 52 No. 1, pp. 125-145. https://doi.org/10.1108/IJRDM-12-2022-0517
Publisher
:Emerald Publishing Limited
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