Cross-Channel Integration and Consumer Retention–Model Inventory

Abstract

The Cross-Channel Integration and Consumer Retention Model (Mishra et al., 2023) was developed to explore how cross-channel integration, encompassing both physical and digital aspects, influences consumer retention. The study also investigates the impact of a retailer’s unreliability on a consumer’s phygital experience within the retail sector. This model utilizes the stimulus-organism-response framework to conceptualize the process by which cross-channel integration affects consumers’ feelings of empowerment and satisfaction, ultimately stimulating their retention behavior. The items for this measure were adapted from prior research by Li et al. (2018) and Zhang et al. (2018). The measure was administered to a sample of adult consumers, and the study reported on its factor structure, reliability, and validity. The primary objective of this measurement model is to assess the determinants of consumer empowerment, consumer satisfaction, and consumer retention within phygital retail settings.

Keywords

Cross-Channel Integration; Consumer Empowerment; Consumer Satisfaction; Customer Retention; Retailer Unreliability; Phygital Experience; Stimulus-Organism-Response Model Framework

Authors

Mishra, Sita; Malhotra, Gunjan; Chatterjee, Ravi; Shukla, Yupal

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Purpose

The purpose of this measurement model is to assess consumer empowerment, consumer satisfaction, and consumer retention determinants under phygital settings within the retail sector.

Validity

Convergent and Discriminant Validity: The Average Variance Extracted (AVE) scores ranged from 0.536 to 0.609, which is well above the threshold value of 0.5 (Fornell & Larcker, 1981). Furthermore, Confirmatory Factor Analysis (CFA) indicated an adequate fit between the dataset and the measurement model, thereby demonstrating satisfactory convergent validity. Additionally, the square root of each construct’s AVE was greater than its correlation with any other construct, confirming the discriminant validity of the measurement model.

Reliability

Internal Consistency: For the constructs, Cronbach’s alpha values ranged from 0.791 to 0.869, which is considerably above the threshold value of 0.70 (Hair et al., 2010). The composite reliability estimates also exceeded the threshold value of 0.70, ranging from 0.748 to 0.886.

Factor Analysis

Common Method Bias: Harman’s single-factor test indicated that the largest factor accounted for 29.68% of the total variance, suggesting the absence of common method variance.

Confirmatory Factor Analysis: CFA registered an adequate fit between the dataset and the measurement model, with the following fit indices: Normed χ2 = 2.612, CFI = 0.907, IFI = 0.914, TLI = 0.911, and RMSEA = 0.068.

Instrument: Cross-Channel Integration and Consumer Retention–Model

Test Type: Original Inventory/Questionnaire

Format: Items are measured using a seven-point Likert scale.

Language Available: English

Population Group: Human; Male; Female

Age Group: Adulthood (18 years & older), including Young Adulthood (18-29 years), Thirties (30-39 years), and Middle Age (40-64 years).

Population Details: Respondents are consumers from India.

Test Methodology: Test Validity, Convergent Validity, Discriminant Validity, Test Reliability, Internal Consistency, Factor Analysis, Confirmatory Factor Analysis, Measurement Model, Structural Equation Modeling.

Keywords

Cross-Channel Integration; Consumer Empowerment; Consumer Satisfaction; Customer Retention; Retailer Unreliability; Phygital Experience; Stimulus-Organism-Response Model Framework

Authors

Mishra, Sita

• Author ORCID Identifier: http://orcid.org/0000-0002-6323-5881

• Affiliation: Institute of Management Technology Ghaziabad, Marketing

Malhotra, Gunjan

• Affiliation: Institute of Management Technology Ghaziabad, Operations

• Email address: [email protected]

• Correspondence Address: [email protected]

Chatterjee, Ravi

• Author ORCID Identifier: http://orcid.org/0000-0002-3746-2087

• Affiliation: Institute of Management Technology Dubai

Shukla, Yupal

• Affiliation: University of Bologna, Department of Management

Permissions & Fee and Test Year

Permissions: Contact Publisher

Fee: No

Test Year: 2023

References

Mishra, S., Malhotra, G., Chatterjee, R., & Shukla, Y. (2023). Consumer retention through phygital experience in omnichannel retailing: Role of consumer empowerment and satisfaction. Journal of Strategic Marketing, 31(4), 749–766. https://doi.org/10.1080/0965254X.2021.1985594

Li, Y., Tang, Y., Wu, H., & Kim, Y. J. (2018). Impact of cross-channel experience on consumer retention: A study of consumers’ behavior in the retail industry. Journal of Business Research, 87, 174–182. No data is Available

Zhang, X., Zhang, Y., & Chen, H. (2018). A study on the factors influencing consumer satisfaction and retention in omnichannel retailing. Journal of Retailing and Consumer Services, 42, 169–177. No data is Available

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. No data is Available

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall. No data is Available

Items of the Cross-Channel Integration and Consumer Retention–Model

This measure includes 31 items across the following constructs:

Constructs:

• Cross-Channel Integration (CCI)

• Consumer Empowerment (CE)

• Consumer Satisfaction (CS)

• Customer Retention (CR)

• Retailer Unreliability (RU)

The specific items are available in the source reference: 2021-91438-001, Table 2, Page 756.

Cross-Channel Integration (CCI)
CCI1: The Website highlights in-store promotions that are taking place in the physical store.
CCI2: The Website advertises the physical store by providing the address and contact information of the physical store.
CCI3: The Website allows customers to search for products available in the physical store.
CCI4: The firm allows checking of inventory status at the physical store through the Website.
CCI6: The firm allows customers to choose any physical store from which to pick up their online purchases.
CCI7: The firm maintains integrated purchase history of customers’ online and offline purchases.
CCI8: The firm allows customers to access their prior integrated purchase history.
CCI9: The in-store customer service centre accepts return, repair or exchange of products purchased online.
CCI10: The Website provides post-purchase services such as support for products purchased at physical stores.

Consumer Empowerment (CE)
CE1: Talking to the salespersons and/or visiting the website of the retailer helps me compare the price and quality of the items of the store with other competitors.
CE2: Through various social media, the retailer provides me with an opportunity to learn about the experiences/choices of other consumers.
CE3: Through emails, SMSs, in store promotions and POS communication systems, the retailer provides relevant information on items, brands and their usage.*
CE4: I feel great if my feedback and preferred choice set is included in the retailer’s future collection.
CE5: For me, the larger the choice set, the higher is the shopping satisfaction.

Consumer Satisfaction (CS)
CS1: In general, I was happy with the shopping experience.
CS2: In general, I was pleased with the quality of the service this retailer provided.
CS3: In general, my choice to purchase from this retailer was a wise one.

Customer Retention (CR)
CR1: I feel loyalty toward this retailer.
CR2: Even if this retailer was difficult to reach, I would still keep buying there.
CR3: I am very committed to this retailer.
CR4: I am willing to make an effort to shop at this retailer.
CR5: I do most of my shopping at this retailer.
CR6: I care a lot about this retailer from which I frequently purchase.

Retailer Unreliability (RU)
RU1: I am doubtful that this retailer has accurately portrayed his or her true characteristics.
RU2: I am uncertain that this retailer has truthfully described his or her selling practices.
RU3: I feel that this retailer may have misrepresented the product in his or her website description.
RU4: I am uncertain that this retailer has fully disclosed all product defects.*
RU5: I am doubtful that this retailer will deliver the product as promised in a timely manner.
RU6: I am concerned that this retailer may back out on our agreement.
RU7: I am afraid that this retailer may attempt to defraud me.
RU9: I feel that dealing with this retailer involves a high degree of uncertainty about the retailer’s quality.

Note. Items are measured using a seven-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree).
* Items deleted due to poor fit indices.