Exploratory Study Between Perceived Congruence and Satisfaction in a Multi-Channel Context

PhD Candidate: Lingyi WUProfessor: Pr. Marie-Laure GAVARD-PERRET

Outline

1. Introduction

2. Related Research Concepts

3. Research Question & Methodology

4. Contribution & Limitation

2

3

Internet retail as % of total retail

www.frontofstore.org

1. Sales Channel

Novel vs. Conventional

2. Effects on Channel Mix

Synergy or Cannibalization

3. Distinction varies between Channels

Satisfaction toward Channels ？

4

Congruence (fit, similarity) “ the expression of a structural correspondence between two

entities”

5

Do customers perceive store image differently across the channels?

6

Disconfirmation

Expectation

Value / Price

Quality

Other antecedents Needs (Fulfillment)Equity (Fairness)Regret (attribution)

(Dis)Satisfaction

Satisfaction toward retailer

(Channel)

CHINESE RETAIL

MARKET

7

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)

Contributions1. Add congruence to Multi-Channel environment

2. Exploration of congruence and satisfaction

3. Satisfaction: Channel NOT Brand

4. Illustration for Channel-Mix

8

Limitations1. Generalization

One Product category – One Multiple Retailer

2. How about Mobile-phones (smartphone) ?

2012-2013• Deep literature review• Develop questionnaire • Collect data (min. 300 participants)

Difficulties:• Data collection• Additional concepts?

9