JEL Classifications: H20, H21, H23
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
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
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.
INTERDEPARTMENTAL SYNERGY, PURCHASE INTENTION, RETAILING, THE REPUBLIC OF GEORGIA
Badrinarayanan, V., Becerra, E., & Madhavaram, S. (2014). Influence of Congruity in Store-Attribute Dimensions and Self-Image on Purchase Intentions in Online Stores of Multichannel Retailers. Journal of Retailing and Consumer Services, 21 (6), 1013-1020.
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐ Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27 (1), 170-178.
Calvo Porral, C., Martínez Fernández, V., Juanatey Boga, O., & Lévy Mangín, J. (2015). Measuring the influence of customer-based store brand equity in the purchase intention. Cuadernos de Gestión , 15 (1), 93-118.
Cao, L., & Li, L. (2015). The Impact of Cross-Channel Integration on Retailers’ Sales Growth. Journal of Retailing, 91 (2), 198-216.
Chaiyasoonthorn, W., & Suksa-ngiam, W. (2011). Factors Influencing Store Patronage: A Study of Modern Retailers in Bangkok Thailand. International Journal of Trade, Economics and Finance, 2 (6), 520-526.
Chen-Yu, J., & Seock, Y. (2002). Adolescents’ Clothing Purchase Motivations, Information Sources, and Store Selection Criteria: A Comparison of Male/Female and Impulse/Nonimpulse Shoppers. Family and Consumer Sciences Research Journal, 31 (1), 50-77.
Dahana, W., Miwa, Y., & Morisada, M. (2019). Linking lifestyle to customer lifetime value:An exploratory study in an online fashion retail market . Journal of Business Research, 99, 319-331.
Görsch, D. (2001). Do Hybrid Retailers Benefit from the Coordination of Electronic and Physical Channels? . 9th European Conference on Information Systems. Bled: European Conference on Information Systems.
Khoshtaria, T. (2016). Strategic Processes in Georgian Manufacturing Companies – Business-Level Strategy Perspective. Seria: Administracja i Zarządzanie, 36, 47-73.
Khoshtaria, T. (2018). The Impact of Strategic Planning on Organizational Performance Through Strategy Implementation. Globalization and Business, 5, 84-89.
Khoshtaria, T., & Matin, A. (2019). Qualitative investigation into consumer motivations and attitudes towards research shopping in the Georgian market. Administration and Management, 48, 41-52.
Kollmann, T., Kuckertz, A., & Kayser, I. (2012). Cannibalization or synergy? Consumers’ channel selection in online–offline multichannel systems. Journal of Retailing and Consumer Services, 19 (1), 186–194.
Machavolu, S., & Raju, K. (2014). Showrooming: The Next Threat to Indian Retail. International Journal of Business Research, 1 (1), 1-14.
Martin, J., Mortimer, G., & Andrews, L. (2015). Re-examining online customer experience to include purchase frequency and perceived risk. Journal of Retailing and Consumer Services, 25, 81-95.
Menon, P., Barani, G., & Suganthalakshmi, T. (2018). Mapping Customer Shopping Attitude Towards Webrooming Technique. International Journal of Pure and Applied Mathematics, 119 (12), 991- 1003.
Mugaonkar, P., Ananthan, P., Samal, S., & Debnath, B. (2011). A Study on Consumer Behaviour at Organized Fish Retail Outlet. Agricultural Economics Research Review, 24, 133-140.
Müller, R., Sankaran, S., Drouin, N., Vaagaasar, A., Bekker, M., & Jain, K. (2018). A theory framework for balancing vertical and horizontal leadership in projects. International Journal of Project Management, 36 (1), 83-94.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, 88 (2), 308-322.
Steinfield, C., Adelaar, T., & Lai, Y. (2002). Integrating Brick and Mortar Locations with E-Commerce: Understanding Synergy Opportunities1. The 35th Annual Hawai’i International Conference on System Sciences (pp. 10-20). Big Island, Hawaii: The Hawai’i International Conference on System Sciences.
Steinfield, C., Bouwman, H., & Adelaar, T. (2002). The Dynamics of Click-and-Mortar Electronic Commerce: Opportunities and Management Strategies. International Journal of Electronic Commerce, 7 (1), 93-119.