Writing
Cross-Channel Retail Services
as a Remedy for Retailer Switching?
An Investigation of Retailer Switching and Potential of Cross-Channel Retail Services
This dissertation investigates retailer switching and identifies potential and threat of cross-channel retail services (CCRS) for retail businesses.
The first, conceptual paper compares different theories and models of retailer quality. It derives the concept of retailer aspects as a framework to measure retailer quality and further discusses how CCRS can serve as a tool to enhance retailer aspects.
The second paper quantifies the influence of satisfaction with retailer aspects on retailer switching during webrooming behavior. The findings of this second paper present the two retailer aspects assurance of delivery and competitive product pricing as key determinants for retailer switching.
The third paper outlines a conceptual classification scheme for CCRS assessments – the CCRS Pentagon.
The fourth paper quantifies the impact of CCRS adoption and retailer aspect preferences on CCRS-induced retailer switching.