Perception and Valuation of Multichannel Integration Services

Abstract

The goal of this chapter is to understand the impact of multichannel integration services on consumer preferences. Since multichannel retailers are under severe pressure from pure online retailers, the physical infrastructure that decreases their ability to compete via prices could offer opportunities to differentiate themselves. This chapter analyzes whether, which and why multichannel integration services can lead to a competitive advantage. The chapter is divided into two major parts: an analysis of the perception and valuation of multichannel integration from a theoretical perspective and an experimental study testing the theorized relationships on the perceptions of multichannel integration services and their outcomes. The last part includes an in-depth discussion of the results in the light of the literature unveiled in the previous chapter.