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Exploratory Study Between Perceived Congruence and Satisfaction in a Multi-Channel Context

Explore the influence of perceived congruence on satisfaction via quality and risk in a multiple-channel retail environment in the Chinese market. Investigate how customers perceive store image across various channels and its impact on overall retailer quality. The study aims to add insights into congruence and satisfaction in a multi-channel setting, emphasizing that satisfaction relates to channels, not just brands.

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Exploratory Study Between Perceived Congruence and Satisfaction in a Multi-Channel Context

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  1. Exploratory Study Between Perceived Congruence and Satisfaction in a Multi-Channel Context PhD Candidate: Lingyi WU Professor: Pr. Marie-Laure GAVARD-PERRET

  2. Outline • Introduction • Related Research Concepts • Research Question & Methodology • Contribution & Limitation

  3. Internet retail as % of total retail 1. Sales Channel Novel vs. Conventional 2. Effects on Channel Mix Synergy or Cannibalization 3. Distinction varies between Channels Satisfaction toward Channels ？ www.frontofstore.org

  4. Congruence (fit, similarity) “ the expression of a structural correspondence between two entities”

  5. Do customers perceive store image differently across the channels?

  6. Other antecedents • Needs (Fulfillment) • Equity (Fairness) • Regret (attribution) Disconfirmation Value / Price Expectation Quality (Dis)Satisfaction

  7. CHINESE RETAIL MARKET In a Multiple-Channel Environment, how does (in)congruence Influence Satisfaction via Quality and/or Risk? Perceived Risk Online / Offline Satisfaction toward retailer (Channel) (in)congruence(base on the ‘image’ between the channels) Overall perceived retailer quality Questionnaires from Current Customers (Quasi-Experiment Method) Offline / online

  8. Contributions 1. Add congruence to Multi-Channel environment 2. Exploration of congruence and satisfaction 3. Satisfaction: Channel NOT Brand 4. Illustration for Channel-Mix Limitations • Generalization • One Product category – One Multiple Retailer • 2. How about Mobile-phones (smartphone) ?

  9. 2012-2013 • Deep literature review • Develop questionnaire • Collect data (min. 300 participants) Difficulties: • Data collection • Additional concepts?

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