Artikel

Choosing optimal omnichannel coupon redeeming options in multiple channel settings

This article examines omnichannel redemption options when issuing digital coupons over social media. It investigates which channels or combinations of them provide optimal performance in terms of service-quality perception, customer satisfaction, and revenue. For that purpose, it compares three omnichannel redeeming options employing a between-participant quasi-experimental design that utilizes the primary data of a sporting goods retailer in Greece and a questionnaire as a data-collection instrument to investigate cause and effect relationships. Those three omnichannel redeeming options are analyzed in two pairwise comparisons: (a) multichannel (both online and offline) vs. offline-only (physical store), and (b) multichannel (both online and offline) vs. online-only (online store). Results reveal that while perceived service quality is essential to improve customer satisfaction, especially if satisfying the need for interaction with service employees, revenue performance depends only on the availability of multiple redemption options. Theoretical, practical, and research implications are thoroughly discussed at the end.

Language
Englisch

Bibliographic citation
Journal: Administrative Sciences ; ISSN: 2076-3387 ; Volume: 12 ; Year: 2022 ; Issue: 4 ; Pages: 1-17

Classification
Öffentliche Verwaltung
Subject
coupons
customer satisfaction
omnichannel retailing
perceived service quality
store revenues

Event
Geistige Schöpfung
(who)
Vrechopoulos, Adam
Lazaris, Chris
Theodoratos, Stavros
Event
Veröffentlichung
(who)
MDPI
(where)
Basel
(when)
2022

DOI
doi:10.3390/admsci12040131
Handle
Last update
10.03.2025, 11:42 AM CET

Data provider

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Object type

  • Artikel

Associated

  • Vrechopoulos, Adam
  • Lazaris, Chris
  • Theodoratos, Stavros
  • MDPI

Time of origin

  • 2022

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