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

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

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

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)

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) ?

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

Difficulties:• Data collection• Additional concepts?

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