Does integrated store service quality determine omnichannel customer lifetime value? Role of commitment, relationship proneness, and relationship program receptiveness
- Title
- Does integrated store service quality determine omnichannel customer lifetime value? Role of commitment, relationship proneness, and relationship program receptiveness
- Creator
- Natarajan T.; Veera Raghavan D.R.
- Description
- Purpose: Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ) on the omnichannel customer lifetime value (CLV). The mediating role of customer commitment (affective, normative and continuance) and relationship program receptiveness with the moderating role of customer relationship proneness were relied upon to better understand the omnichannel customer profitability metric (CLV). Design/methodology/approach: The study is descriptive and relies upon the cross-sectional data collected using the self-administered structured questionnaires from 785 omnichannel shoppers. A purposive sampling technique was performed in the study. Structural equation modeling was performed using the SMART-PLS 4.0 software to analyze the data. Findings: The results indicate that omnichannel customer commitment (affective, normative and continuance) differentially mediates the relationship between ISSQ and relationship program receptiveness, subsequently impacting the omnichannel CLV. The customer relationship proneness significantly and positively moderated the relationships between different dimensions of customer commitment and relationship program receptiveness. Research limitations/implications: The study relied upon the cross-sectional data from the Indian population aged above 18years for testing the proposed model. Further studies could test the model across different populations to generalize the study results. Originality/value: This study addresses the need to investigate the omnichannel retail store customer profitability and their relationship performance with the store. By testing the customer relationship management model in the omnichannel retail store context, this study is the first to show that ISSQ will impact the customer profitability and relationship performance metric (CLV) through omnichannel customer commitment and relationship program receptiveness. The moderating effect of customer relationship proneness on a few proposed hypotheses was also tested to give managerial recommendations. 2024, Emerald Publishing Limited.
- Source
- TQM Journal
- Date
- 2024-01-01
- Publisher
- Emerald Publishing
- Subject
- Customer lifetime value; Integrated store; Relationship marketing; Relationship program receptiveness; Relationship proneness; Service quality; SOR theory
- Coverage
- Natarajan T., National Institute of Technology Tiruchirappalli, Tiruchirappalli, India; Veera Raghavan D.R., Department of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, India, School of Business and Management, Christ University, Bangalore, India
- Rights
- Restricted Access
- Relation
- ISSN: 17542731
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Natarajan T.; Veera Raghavan D.R., “Does integrated store service quality determine omnichannel customer lifetime value? Role of commitment, relationship proneness, and relationship program receptiveness,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 23, 2025, https://archives.christuniversity.in/items/show/13801.