SERVICE INDICES OF OMNICHANNEL RETAILING

Following the increasingly wide applications of mobile devices, the Internet, big data, and artificial intelligence, the shopping channels available to consumers have become more diverse. To provide consumers with diverse services and innovative consumption experience, enterprises must understand the types of services that satisfy consumers’ actual needs. Therefore, the establishment of omnichannel retailing service indices is necessary and crucial. This study used literature review to summarize omnichannel retailing service indices and divided them into four major principles (online to offline, offline to online, offline to offline, and online to online) and 26 secondary principles. Subsequently, a modified Delphi method and the fuzzy analytic hierarchy process were employed to organize marketing experts’ and consumers’ opinions regarding various service indices and analyze the weighting of the indices. The analysis results reveal that marketing experts consider convenience of collecting goods, information consistency, safety, and ease of use as the most crucial service indices, whereas consumers consider safety, information consistency, convenience of collecting goods, and customer services as the key service indices. According to the results, the researchers propose concrete and practical suggestions to omnichannel retailers and consumers. © 2022, Chinese Society for Quality. All rights reserved.