ქართ | Eng

ISSN 2449-2396 (Print) | E ISSN 2449-2612 (Online)

JEL Classifications: H20, H21, H23


https://doi.org/10.35945/gb.2020.09.014



THE EFFECT OF INTER-DEPARTMENTAL SYNERGY ON CONSUMER PURCHASING PATTERN IN AN OMNI-CHANNELRETAILING ENVIRONMENT IN THE GEORGIAN MARKET

Author: Arian Matin | Published: 2020-08-21 | Pages: 113-119

Full Text

For Citation: Matin A. (2020). The effect of inter-departmental synergy on consumer purchasing pattern in an Omni-channel retailing environment in the Georgian market. Globalization and Business, №9, pp. 113-119. https://doi.org/10.35945/gb.2020.09.014

Abstract

This study aims to analyse the impact of the level of synergy in a multi-channel retailer and its end results on customer purchasing behaviour. A deductive approach was adopted by reviewing the past studies on implementation and goals of synergy. It led to a quantitative research model for evaluating the effects of inter-departmental synergy in the market. In order to measure the effect of this strategy on the Georgian customers, a questionnaire was distributed among 412 retail customers. The outcome indicated that the level of synergy positively relates to the frequency and monetary value spent by customers and negatively impacts the threat of pure online retailers as substitutes. The theoretical and managerial implications of the relationship are discussed.


Keywords

INTERDEPARTMENTAL SYNERGY, PURCHASE INTENTION, RETAILING, THE REPUBLIC OF GEORGIA


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