Title Omni-Channel online sales approach and performance outcome relationship evaluation in the case of niche product /
Translation of Title Išplėstinio daugiakanalio elektroninio pardavimo metodo ir rezultatų sąryšio vertinimas nišinio produkto atveju.
Authors Bielinė, Viktorija
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Pages 96
Keywords [eng] online sales process, omni-channel online sales approach, financial performance outcome, customer satisfaction, customer loyalty, niche product, elektroninis pardavimo procesas, elektroninio pardavimo metodas, finansiniai veiklos rezultatai, vartotojų pasitenkinimas, vartotojų lojalumas, nišinis produktas.
Abstract [eng] The main purpose of this master thesis is to identify relationship between omni-channel online sales approach and financial (increased sales revenue and decreased complaint costs) and non-financial (customer satisfaction and customer loyalty) performance outcome in the case of niche product and to present evaluation of this relationship. The work consists of three main parts: the analysis of the latest academic literature, the research methodology section and the conducted research including the evaluation of the results gathered and managerial implications. Systematic analysis of the latest academic literature proposes the concept of online sales, presents omni-channel online sales approach, its evaluation criteria together with the concepts of omni-channel online sales approach and performance outcome relationship evaluation and niche product. After the systematic analysis of the latest academic literature the author has conducted a positivistic quantitative research to find out what statistically significant relationship exists between omni-channel online sales approach and performance outcome and evaluated this relationship. Pure online player offering niche product and acting in business-to-customer setting has been investigated. Sample size consisted of 1000 actual online sales records collected from pure online player which is offering niche product since the beginning of its online sales activities (01 February 2017) until 30 August 2020. Secondary data analysis has been chosen as a data collection method. The main purpose of the research was to identify which omni-channel online sales approach criteria have a direct impact on financial performance outcome along with indirect impact on financial performance outcome through customer satisfaction and customer loyalty in the case of niche product. The results of the research were statistically processed with the IBM SPSS Statistics software. Descriptive statistics were used to characterize all criteria from evaluation concept. Cronbach’s alpha coefficient was used to check inner coherence of three main constructs. Linear and multiple regression modelling was applied to check eight derived hypotheses. Four hypotheses were confirmed, and four hypotheses were rejected. Four regression equations were created. The results of the research indicate that the increase of sales revenue is connected to the customer’s expression of opinion by favouriting an item and placing comments together with the usage of mobile channel. The expression of opinion and transaction channel impact the complexity of online customer review and complaints placed which are interpreted as customer satisfaction. These criteria of customer satisfaction impact financial performance outcome by lowering complaint costs. No proven relationship between customer satisfaction and customer loyalty has been found. What is more, there was found no statistically significant relationship between customer loyalty and financial performance outcome. These specific results were confirmed as having theoretical background specific to the context of niche product. The conclusions, managerial implications and directions for the future research are composed after analysis of the latest academic literature and results of conducted research. The author strongly believes that created relationship evaluation model could have a strong practical value for the online companies which are offering niche product and are deciding on the choice of online sales approach, are considering channel integration model or already manage omni-channel online sales approach and need to figure out which criteria of this approach have leading impact on financial performance, and which can be modified or replaced.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2021