This cumulative dissertation consists of four papers that investigate retailer switching and identify potential and threat of cross-channel retail services (CCRS) for retail businesses. The first, conceptual paper compares different theories and models of retail quality. It derives the concept of retailer aspects as a framework to measure retailer quality and further discusses how CCRS can serve as a tool to enhance those retailer aspects. The second paper discusses results from a consumer panel survey and quantifies the influence of satisfaction with retailer aspects on retailer switching during webrooming behavior. The findings of this second paper present the two retailer aspects assurance of delivery and competitive product pricing as key determinants for retailer switching. The third paper defines CCRS and outlines a conceptual classification scheme for CCRS assessments – the CCRS Pentagon. The fourth paper quantifies the impact of CCRS adoption and retailer aspect preferences on CCRS-induced retailer switching based on a second consumer panel survey. Results from this second study affirm the existence of CCRS-induced retailer switching. The paper concludes that CCRS can serve as a retailer’s lock-in mechanism, but that the availability of CCRS in retail environments also threatens retail businesses. In sum, the dissertation provides academic contributions and suggestions for further academic research as well as practical implications and management tools for application in retail businesses.:I. Introduction
II. Enhancing Multi-Channel Retail Quality through Cross-Channel Services
III. What Drives Competitive Webrooming? The Roles of Channel and Retailer Aspects
IV. Cross-Channel Retail Services: A Service Classification Along The Retail Function
V. Service-induced Retailer Switching – Power of Cross-Channel Retail Services
VI. Conclusion
Appendix A: Estimated parameters in baseline-category logit model
Appendix B: Conditional marginal effects and conditional probability
Appendix C: T-Tests for retailer aspects per service example
| Identifer | oai:union.ndltd.org:DRESDEN/oai:qucosa:de:qucosa:38583 |
| Date | 28 February 2020 |
| Creators | Behme, Katharina |
| Contributors | Kirchgeorg, Manfred, Velamuri, Vivek, HHL Leipzig Graduate School of Management |
| Source Sets | Hochschulschriftenserver (HSSS) der SLUB Dresden |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, doc-type:doctoralThesis, info:eu-repo/semantics/doctoralThesis, doc-type:Text |
| Rights | info:eu-repo/semantics/openAccess |
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