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

Exploratory Study Between Perceived Congruence and Satisfaction in a Multi-Channel Context. PhD Candidate: Lingyi WU Professor: Pr. Marie-Laure GAVARD-PERRET. Outline. Introduction Related Research Concepts Research Question & Methodology Contribution & Limitation.

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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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