Assessing customers' perceived value of the online channel of multichannel retailers

A two country examination

Jamie Carlson, Aron O'Cass, Dennis Ahrholdt

Research output: Contribution to journalArticle

56 Citations (Scopus)


Given the constant and often dramatic technological advancements that facilitate retailing, especially online channel adoption by industry and customers, research focusing on customers perceived value of the online channel of multi-channel retailer's requires conceptual and empirical elaboration. This study advances understanding of customer perceived online channel value and how customer perceptions of value effect online channel satisfaction and online channel loyalty. Using data from a multi-country study, we provide a deeper understanding for multi-channel retailers of how to balance investments in various value drivers to enhance online channel satisfaction and customer loyalty.

Original languageEnglish
Pages (from-to)90-102
Number of pages13
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Nov 2015
Externally publishedYes


  • Customer perceived value
  • Loyalty
  • Multi-channel retail
  • Multi-country research
  • Online channel
  • Satisfaction

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