Consumer Perceived Value and Decision Outcome in Multi-Channel Retail : A Systematic Literature Review
- P 8-32
Purpose : Increasing research on multi-channel identifies various disconnected factors influencing customer decision-making behavior. Collecting and synthesizing this data was imperative to provide practitioners with pertinent insights. This paper examined the current research on multi-channel retailing consumer decision outcomes (CDOs) from the lens of consumer perceived value (CPV).
Methodology : This study employed a systematic literature review to delineate the existing knowledge at the junction of CPV and CDO in multi-channel (siloed or integrated) retailing.
Findings : A systematic review of 152 peer-reviewed articles published in English-language journals indicated that multi-channel CDOs are predominantly examined as a consequence of the perceived value of multi-channel dimensions rather than linked to retailing marketing and management. This study introduced a conceptual framework for multi-channel CDOs’ antecedents, episodes, and consequences.
Practical Implications : The results indicated techniques for utilizing customer decision outcomes to enhance returns for retail marketers and managers. These insights will assist field personnel in attaining consumer decision-making behavior objectives.
Originality : This is among the first studies to conduct a systematic review of exhaustive peer-reviewed articles to delineate existing gaps and potential for future research by mapping the intersection of multi-channel customer-perceived value and CDOs. Further, this study provided various findings on retailing studies by segregating findings between articles corresponding to multichannel and omnichannel.
consumer perceived value (CPV) consumer decision outcome (CDO) multi-channel/omnichannel retail marketing and management systematic literature review.