Purpose

This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping goal-incongruent and monetary vs non-monetary promotions) and if the effect on satisfaction is mediated by service excellence. In addition, this paper examines whether consumers respond differently to these promotions when shopping for utilitarian or hedonic products or when they have an inherent utilitarian or hedonic shopping motivation.

Design/methodology/approach

Two online shopping scenario experiments are conducted. Study 1 (n = 1,034) differentiates effects of omnichannel promotions between hedonic and utilitarian product categories. Study 2 (n = 345) contrasts hedonic and utilitarian shopping motivation in the same product category.

Findings

The findings in this paper demonstrate positive effects from both presenting a shopping goal congruent and a monetary promotion in an omnichannel setting on customer satisfaction. The positive effects are explained by service excellence and are demonstrated to be attenuated in the hedonic product category and for consumers with a hedonic shopping motivation.

Research limitations/implications

The effect of omnichannel promotions was demonstrated using a scenario-based experimental approach, future research should use field experiments.

Practical implications

The findings in this paper demonstrate practical implications for a retailer who wishes to optimize its omnichannel promotion strategy across channels and touchpoints.

Originality/value

To date there is little directions for retailers on how to optimize their omnichannel promotion strategy. This paper contributes to research and practice by demonstrating that shopping goal-congruent promotions (vs in-congruent) and monetary promotions (vs non-monetary) increase customer satisfaction more in an omnichannel context. The effects are enhanced for utilitarian (vs hedonic) products/shopping motivation.

中文翻译：

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全渠道促销及其对客户满意度的影响

目的

本文旨在调查在呈现不同类型的全渠道促销（购物目标一致与购物目标不一致以及货币与非货币促销）时客户满意度是否有所不同，以及对满意度的影响是否由卓越服务介导。此外，本文还研究了消费者在购买实用或享乐产品时，或者当他们具有固有的实用或享乐购物动机时，对这些促销的反应是否不同。

设计/方法/方法

进行了两个在线购物场景实验。研究 1 ( n = 1,034) 区分全渠道促销在享乐和实用产品类别之间的影响。研究 2 ( n = 345) 对比了同一产品类别中的享乐主义和功利主义购物动机。

发现

本文的研究结果证明了在全渠道环境中呈现一致的购物目标和货币促销对客户满意度的积极影响。卓越的服务可以解释这种积极影响，并且在享乐产品类别和具有享乐购物动机的消费者中被证明会减弱。

研究限制/影响

使用基于场景的实验方法证明了全渠道促销的效果，未来的研究应该使用现场实验。

实际影响

对于希望优化其跨渠道和接触点的全渠道促销策略的零售商，本文中的发现具有实际意义。

原创性/价值

迄今为止，零售商几乎没有关于如何优化其全渠道促销策略的指导。本文通过证明购物目标一致的促销（与不一致）和货币促销（与非货币）在全渠道环境中更多地提高客户满意度，从而为研究和实践做出贡献。功利（与享乐）产品/购物动机的效果增强。