Exploratory Study Between Perceived Congruence and Satisfaction in a Multi-Channel Context
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Exploratory Study Between Perceived Congruence and Satisfaction in a Multi-Channel Context
PhD Candidate: Lingyi WUProfessor: Pr. Marie-Laure GAVARD-PERRET
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Outline1. Introduction 2. Related Research Concepts3. Research Question & Methodology4. Contribution & Limitation
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Internet retail as % of total retail
www.frontofstore.org
1. Sales Channel Novel vs. Conventional 2. Effects on Channel Mix Synergy or Cannibalization3. Distinction varies between Channels Satisfaction toward Channels ?
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Congruence (fit, similarity) “ the expression of a structural correspondence between two
entities”
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Do customers perceive store image differently across the channels?
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Disconfirmation
Expectation
Value / Price
Quality
Other antecedents Needs (Fulfillment)Equity (Fairness)Regret (attribution)
(Dis)Satisfaction
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Satisfaction toward retailer
(Channel)
CHINESE RETAIL
MARKET
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Online / Offline
Offline / online
(in)congruence(base on the
‘image’ between the channels)
Perceived Risk
Overall perceived
retailer quality
In a Multiple-Channel Environment, how does
(in)congruence Influence Satisfaction via Quality and/or
Risk?Questionnaires from Current Customers
(Quasi-Experiment Method)
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Contributions1. Add congruence to Multi-Channel environment2. Exploration of congruence and satisfaction 3. Satisfaction: Channel NOT Brand4. Illustration for Channel-Mix
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Limitations1. Generalization One Product category – One Multiple Retailer2. How about Mobile-phones (smartphone) ?
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2012-2013• Deep literature review• Develop questionnaire • Collect data (min. 300 participants)
Difficulties:• Data collection• Additional concepts?
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