Browsing by Author "Sorkun, Metehan Feridun"

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Citation - WoS: 58
Citation - Scopus: 68
Omni-channel capability and customer satisfaction: mediating roles of flexibility and operational logistics service quality
(EMERALD GROUP PUBLISHING LTD, 2020) Metehan Feridun Sorkun; Isik Ozge Yumurtaci Huseyinoglu; Gulmus Boruhan; Yumurtaci Huseyinoglu, Isik Ozge; Boruhan, Gulmus; Sorkun, Metehan Feridun
Purpose This study aims to reveal how omni-channel capability leads to customer satisfaction by examining the mediating roles of flexibility and operational logistics service quality (LSQ). Design/methodology/approach Consumers who had previously shopped from any particular retailer's both online and physical stores were surveyed to collect data on research constructs. Structural equation modelling and bootstrapping were employed to test research hypotheses. Findings This study shows the double mediation of flexibility and operational LSQ in the effect of omni-channel capability on customer satisfaction. Despite this indirect effect omni-channel capability does not directly affect customer satisfaction implying the full mediations of flexibility and operational LSQ. However these mediating effects could not be verified for certain types of retailers (e.g. electronic retailers). Originality/value By using the theoretical lens of capability-service quality-performance triad (C-SQ-P) this study shows how omni-channel capability and flexibility affect customer satisfaction through operational LSQ. Hence an original finding is that developing omni-channel capability may not be sufficient for customer satisfaction and that it may need to be supported by flexibility and operational LSQ. It additionally reveals that the mediations of flexibility and operational LSQ hinge on the type of retailing industry examined. Thus this study draws on the necessity of investigating the contingent roles of flexibility and operational LSQ in omni-channel retailing for customer satisfaction.
Citation - WoS: 49
Citation - Scopus: 51
Revealing the impact of operational logistics service quality on omni-channel capability
(Emerald Group Holdings Ltd., 2018) Isik Ozge Yumurtaci Hüseyinoglu; Metehan Ferİdun Sorkun; Gülmüş Börühan; Huseyinoglu, Isik Ozge Yumurtaci; Boruhan, Gulmus; Yumurtacı Hüseyinoğlu, Işık Özge; Sorkun, Metehan Feridun
Purpose: This paper introduces the term “omni-channel capability” and tests its validity. The purpose of this paper is to investigate the impact of logistics service quality (LSQ) on omni-channel capability. Design/methodology/approach: An online survey was used to evaluate the new concept of “omni-channel capability” and LSQ from the consumer’s perception. A two split sample technique was used to validate omni-channel capability and test the impact of LSQ on it through structural equation modeling. Factor analysis and structural equation modeling were performed to introduce test and validate omni-channel capability and test the study’s hypotheses. Consumers who had previously shopped from both the online and physical stores of a particular retailer completed a self-administered survey. Findings: The findings supported the use of the term “omni-channel capability” which has three elements: channel consistency cross-channel and social media. The results also revealed the positive impact of operational LSQ on omni-channel capability. Practical implications: Taking consumer perceptions as a reference point this study reveals major issues that retailers should focus on while pursuing an omni-channel strategy. The findings also highlight the need for retailers to ensure operational LSQ to implement an omni-channel management strategy. Originality/value: To improve on the limited theoretical understanding and empirical grounding of omni-channel management this study described the three elements of omni-channel capability. The impact of operational LSQ on omni-channel capability gives empirical support for the theorized hierarchy of dynamic capabilities (zero- and first-order capabilities). © 2021 Elsevier B.V. All rights reserved.