Khám phá những tiền đề của lòng trung thành điện tử trong bán lẻ đa kênh: Trường hợp nghiên cứu cho các doanh nghiệp thời trang tại Đà Nẵng, Việt Nam

Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020

EXAMINING THE ANTECEDENTS OF E-LOYALTY IN THE CONTEXT OF MULTI-

CHANNEL RETAILING: A CASE STUDY FOR DANANG, VIETNAM

KHÁM PHÁ NHỮNG TIỀN ĐỀ CỦA LÒNG TRUNG THÀNH ĐIỆN TỬ TRONG BÁN LẺ ĐA

KÊNH: TRƯỜNG HỢP NGHIÊN CỨU CHO CÁC DOANH NGHIỆP THỜI TRANG TẠI ĐÀ

NẴNG, VIỆT NAM

Truong Thi Hieu Hanh, Le Thi Phan Anh

The Faculty of Ecommerce, University of Economics, The University of Danang

[email protected], anhphan[email protected]

Abstract

The importance of customer loyalty in online retailing has been accepted as a critical issue in the

literature over recent decades. Surprisingly, the research area of e-loyalty remains scarce despite the

accelerating trend of multi-channel retailing in the context of e-commerce environment. Based on the theories of

channel integration and consumer behaviour, this study suggests and verifies the research framework for

antecedents of e-loyalty in the context of fashion retailing sector in Danang, Vietnam. The findings of data

analysis conducted by PLS-SEM technique show positive effects of perceived channel integration, e-trust, e-

satisfaction on e-loyalty. This paper not only is expected to contribute to the extant literature but it also implies

the crucial roles of channel integration perceived by the customer, making trust and satisfaction in multi-

channel e-commerce environment in motivating e-loyalty; resulting in a great business performance for retail

enterprises.

Keywords: e-loyalty, e-satisfaction, e-trust, multi-channel integration

Tóm tắt

Tầm quan trọng của lòng trung thành khách hàng trong bán lẻ trực tuyến được thừa nhận một cách

rộng rãi trong nhiều thập kỷ gần đây. Đáng ngạc nhiên, các nghiên cứu về lòng trung thành điện tử vẫn còn khá

mới mẻ bất chấp sự bùng nổ của xu hướng bán lẻ đa kênh với môi trường thương mại điện tử phát triển như

hiện nay. Nghiên cứu này đề xuất và kiểm chứng khung lý thuyết về các tiền đề của lòng trung thành điện tử

trong bối cảnh của ngành bán lẻ thời trang tại Đà Nẵng, Việt Nam. Kết quả phân tích dữ liệu bằng kỹ thuật

PLS-SEM cho thấy những tác động tích cực của nhận thức người tiêu dùng về việc tích hợp kênh từ nhà bán lẻ,

niềm tin và sự hài lòng điện tử lên lòng trung thành điện tử của họ. Bên cạnh những đóng góp về mặt hàn lâm,

nghiên cứu này còn hàm ý vai trò quan trọng của việc tích hợp kênh cảm nhận, tạo niềm tin và sự hài lòng trong

môi trường bán lẻ điện tử đa kênh nhằm thúc đẩy lòng trung thành của người tiêu dùng, thúc đẩy hiệu quả kinh

doanh của các doanh nghiệp bán lẻ.

Từ khóa: Lòng trung thành điện tử, sự hài lòng điện tử, lòng tin điện tử, tích hợp kênh

1. Introduction

Singh & Sirdeshmukh (2000) use “the marketplace currency of the 21^stcentury” as a metaphor

for customer loyalty due to the rising customer recruitment costs, stemming from today’s intensely

competitive environment. Indeed, loyal customers are a precious asset for firms because they are not

only a key path to profitability but they also contribute to sustainable growth of businesses through cost

reduction (Srinivasan, Anderson, & Ponnavolu, 2002) and revenue growth such as increasing buying

(Harris & Goode, 2004), willingness to pay premium (Reichheld & Sasser, 1990), as well as positive

referrals for prospects (Dick & Basu, 1994). Hence, unsurprisingly, there is an abundance of this

research topic in the extant marketing literature given such significance for both managers and scholars.

From retailers perspective, “Is this research area still an interesting topic?”. It seems to be not

too difficult to find the answer, especially in the context of the fourth industrial revolution. Under the

pressures of increasingly competitive environment with the dominance of e-commerce, today’s

retailers have been continually seeking various sales channels (like websites, social platforms, physical

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stores, mobile applications, ..etc) in an effort to create an integrated retailing environment with

increased numbers of touchpoints and greater customer experiences. To be considered as an inevitable

trend in retailing sector over the next decades, multi-channel retailing- a business form of combining

online-offline channels could bring both benefits and challenges for retailers. Particularly, online

channels, on the one hand, are less process time, cost and errors for buyers as well as sellers. On the

other hand, retailers could lose their online customers due to multi-channel shopping behaviours (Safa

& Ismail, 2013). From this aspect, electronic loyalty (or e-loyalty) defined as loyalty in the electronic

environment has become an essential concept in management (Janita & Miranda, 2013). Paradoxically,

researches into e-loyalty are relatively limited and neglected (Christodoulides & Michaelidou, 2010).

Therefore, it is really vital to gain insight into the antecedents of e-loyalty in an active retailing market

like Vietnam.

Admittedly, this claim is main motivation for this study; exploring the impacts of channel

integration perceived by customers, e-trust and e-satisfaction on e-loyalty in the context of fashion

retailing market of Danang, Vietnam- one of a few sectors has been early conducting selling by

various sales channels with many of forms like multi-channel, cross-channel and omnichannel

retailing. Besides answering the core question of “what are drivers of e-loyalty in multi-channel

retailing sector of Vietnam?”, this study is not only expected to bring managers with a profound

understanding of components driving customer satisfaction and their loyalty among electronic-

commerce environment, but it also complement the e-commerce literature by investigating the

relations between mentioned research variables and validating the theoretical framework in Vietnam,

from academia perspective.

2. Literature review and research model

2.1. Background of multi-channel integration, e-trust, e-satisfaction, e-WOM participation, and e-

loyalty

Multi-channel integration perceived by customers

Channel integration in the context of multi-channel retailing also known as multi-channel

integration can be defined in various views. Particularly, Yan et al (2010) regard this concept as the

scope of conventional and online channels to interact with each other as well as cooperation in diverse

activities of marketing while Benger et al (2002) mention the extent to which businesses distribute

their products and services to customers by channels synchronized as well as complimentary. In the

same vein, Chatterjee (2012) explain that multi-channel integration is the managing a variety of

channels delivering seamless customer experiences over the majority of the firms’ products or

services. Meanwhile, from a strategic viewpoint, some scholars such as Neslin et al (2006) consider

integrating in the multi-channel retailing context as the strategy involving decisions about how many

channels to adopt as well as what kinds of interactions is created with each channel or the points of

each channel for customers. In general, there is a consistency of defining this concept by which multi-

channel integration is the degree to which a firm coordinates the objectives, design as well as

deployment of its channels in an effort to not only create synergies for the firm but also provide

specific benefits to its customers (Cao & Li, 2015). This explanation is accepted as the most

comprehensive definition (Zhang et al, 2018; Hossain et al, 2019).

Within the framework of this research, multi-channel integration in retailing is considered from

the perspective of consumers' perception of the integration of retail channels of businesses. According

to Zhang et al (2018), customers can assess retailers based on their experience during the entire

shopping process, including a series of activities at the pre-purchase, purchase and at the post-purchase

on all of the retailer’s channels. Hence, investigating all aspects of channel integration responded by

customers is essential. Based on previous studies, we summarize the main content of this multi-

channel integration including key aspects such as Integrated Promotion, Integrated price and product,

Integrated transaction information, Integrated information access, Integrated order fulfilment,

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Integrated customer service (Bendoly, Blocher, Bretthauer, Krishnan, & Venkataramanan, 2005;

Zhang et al., 2018).

∑ Integrated Promotion: Advertising, promotions and publicity of one channel through

another retailer's channel to help customers better understand the different channels as well as raise

their awareness about the associations between channels (Zhang et al., 2018). For example, through

brochures, banners and posters, receipts, physical stores can attract customers to the retailer's website

(Berman & Thelen, 2004). Likewise, through the website, customers get contact information and

receive notifications about promotions at the physical store (Otto & Chung, 2000). From that,

Integrated Promotion helps retailers reach customers through more touchpoints and helps customers

understand retailers faster and more convenient.

∑ Integrated product and price: Consumers seek homogeneity of both products and prices

across all retail channels. This can be achieved through the integration of product catalogues and

ensuring that product descriptions, product catalogues, prices and discounts are consistent across

channels (Zhang et al., 2018). Therefore, it ensures a transparent flow of information between

processes and avoids information confusion, from which consumers develop reviews consistently.

∑ Integrated transaction information: means that each customer's account will be monitored

and maintained in different channels, in other words, every consumer when making transactions on

different channels is considered the same customer and stored purchase history. The retailers collect

and manage, integrate transaction information of customers to increase information diversity and

improve quality service (Zhang et al., 2018). This allows retailers to offer many value-added services

such as personalized websites, while also allowing customers to review their previous transactions as

well as provide them with suitable recommendations to save time and effort on shopping (Straub &

Watson, 2001).

∑ Integrated information access: Customers can access information available on one channel

from any other channels and they can easily switch between channels. For example, the website may

allow customers to search for products available at physical stores through an integrated database or

information kiosks at physical stores can help customers find product information, availability and

location of stores selling products from the website (Bendoly et al., 2005). From there, customers can

know if the product they need is in stock before coming to the store or place an order, which saves

time and effort for both retailers and customers.

∑ Integrated order fulfilment: In a multi-channel context, retailers assist customers in

completing their purchases (including ordering, payment, delivery, and return) by giving them the

option of a channel that is convenient for them. For example, customers use online channels to place

orders, then receive products at the nearest physical store, give them gift certificates to exchange goods

online or offline (Bendoly et al., 2005); or consumers can pay for their online purchases at retail stores'

physical stores; or customers can conveniently and quickly order online through the integrated product

catalogue system (Zhang et al., 2018).

∑ Integrated customer service: In order to experience the purchase as well as the after-sales

service of customers effectively, the retailers provide standard and homogeneous services across all

channels and provides after-sales service. For example, assistance can be provided at physical stores

for online shopping-related issues such as allowing customers to return items purchased online at

physical stores (Bendoly et al., 2005); or an integrated communication channel in which the website

provides after-sales services such as product support at physical stores, as well as practical advice that

allows customers to talk to support staff (Zhang et al., 2018).

In general, these six aspects create the channel integration capacity for retailers as well as

covering the entire purchasing process of customers. In this study, we will measure consumer

perceptions of retailers' efforts to integrate these six dimensions.

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E-trust

Trust in business environment has been defined as a focus on the quality and reliability of the

services provided (Garbarino & Johnson, 1999). In the context of online retailing, internet shoppers

only engage in a purchase relationship with e-retailers when they did develop the belief of trust

(Cheung & Lee, 2006). Hence, it is strongly agreed by many scholars that without trust, successful e-

commerce is not impossible (Crowell, 2001; Kracher et al, 2005). Along with the emergence of the

fourth industrial revolution, the topic of trust in digital contexts known as online trust or e-trust has

made new theoretical as well as practical problems (Taddeo, 2009).

This concept has caught researchers’ attention from the early 1990s. Particularly, Mayer et al

(1995) consider e-trust to be a vulnerable party’s willingness to another party’s action that is based on

the expectation of a particular action performed by the other that is crucial to the trustor, regardless of

the ability to monitor as well as control the other party. Moorman et al (1983), Moorman et al (1992)

provide a brief definition that is the willingness to rely on an exchange partner in whom one has

confidence. In a similar vein, Morgan & Hunt (1994) expand the definition of e-trust by mentioning

aspects such as the reliability, honesty, consistency and fairness of the other party. Meanwhile, a

myriad of recent researches (Hong-Youl, 2004; Pollach, 2005; Meinert et al, 2006) have concluded

that not only e-trust is a matter of perception but it also is made around main vital components like

company policies, security as well as company publicity of those policies that support them to

safeguard the confidential information of customers.

In the case of online retailing, there is a physical separation between buyers and sellers,

relationships are difficult to monitor, contingencies are not easy to forecast and incorporate into

contracts, cyber-laws are not well defined. Therefore, customers perceive a higher level of risk to

online retailers than traditional retailers, and online customers may prefer dealing with online retailers

that they can trust (Singh & Sirdeshmukh, 2000). As a result, e-trust is an important element

contributing to successful multi-channel retailing where online and offline channels are combined to

bring seamless shopping experience for customers.

E-satisfaction

Satisfaction has been regarded as an awareness of pleasant advantages in the customer's trading

experience (Oliver, 2014). Satisfied customers are more likely to use the service (Rahim et al, 2012),

have a stronger intention to acquire, and are often recommend products or services to their

acquaintances (Zeithaml et al, 1996) compared to non-satisfied. In the case of online retailing, e-

satisfaction could be considered as customers’ contentment concerning their prior purchasing

experience with a given e-retailer (Anderson & Srinivasan, 2003). Szymanski & Hise (2000)

conceptualize this concept as the judgement of customers on their experience of online shopping in

comparison with their experience of traditional retail stores.

In the multi-channel retailing environment, customers simultaneously interact both online and

offline channels; hence, either human-to-human interaction in traditional retail or human-to-machine

interaction in online retail may be needed for retailers who want to manage drivers of sales

performance. Unsurprisingly, not only have e-retailers shifted the concern to e-satisfaction but this

concept also is regarded as a major topic in marketing literature nowadays (Azam et al, 2012). In this

study, like many previous researches, we also assess e-satisfaction as a primary predictor of customers’

loyalty in the online retailing.

E-loyalty

Loyalty is defined as repeated buying behaviour, it was presented over a period of time driven

by a favourable attitude towards the subject (Keller, 1993). Lim & Razzaque (1997) divide customer

loyalty toward the exchange party into four components including brand loyalty, vendor loyalty,

service loyalty and retailer loyalty. In the context of multi-channel integration from retailers perceived

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by customers, this study concentrates on retailer loyalty (the loyalty toward a specific retailer) in the

online retailing that is also known as electronic-loyalty. Hence, this concept could be defined as the

favourable attitude and commitment of customers toward a given online retailer, bringing about repeat

purchase behaviour (Srinivasan et al, 2002; Kim et al, 2009).

2.2. Research model

This study incorporates the contributions from previous researches of loyalty in a multi-channel

context to form a theoretical framework for the context of fashion retailing sector in Danang, Vietnam.

Specifically, we will deeply analyze the premise on which customers’ e-loyalty in multi-channel

retailing context is predicted through various variables such as e-trust, e-satisfaction as well as

customers’ perception of multi-channel integration from retailers. The proposed research framework is

illustrated in Figure 1 below.

2.2.1.The linkage between Multi-channel integration perceived by customers and Electronic loyalty

Savila et al (2019) explain that a successful multi-channel strategy could bring about both

customers’ offline loyalty and online loyalty through providing best deals, creating a consistent quality

experience of shopping and having a good relationship with customers. Integrating retailing channels

is typically considered as an effective means of creating and increasing seamless shopping experience

for customers (Frasquet et al, 2017; Zhang et al, 2018). According to Zhang et al (2018), the more

positively customers perceive integrating channels from a retailer, the less likely they are to switch to

other retailers or the more likely they are to have patronage intention because of benefits they are

aware of channel integration activities. As a result, overall customer loyalty in general and their e-

loyalty are grown which are proved by empirical findings from researches of Savila et al (2019),

Frasquet et al (2017). In this study, we propose the following hypothesis H1 as a recognition of these

previous results.

H1: Multichannel Integration perceived by customers has a positive effect on Electronic loyalty

2.2.2.E-trust and e-satisfaction as antecedents of e-loyalty

The important role of trust and satisfaction in predicting loyalty of customers are universally

acknowledged in marketing literature. On the one hand, trust has been accepted in prior researches as a

statistically significant factor affecting customers loyalty on both shopping forms: offline (Chaudhuri

& Holbrook, 2001) and online (Park & Kim, 2003). In the context of e-commerce, trust, not price, is

the most possible critical antecedent for the success of shopping online because customers only engage

in purchase relationship with e-retailers when they really feel trust (Reichheld & Schefter, 2000).

Without human-to-human interaction which typically occurs in traditional commerce, customers are

very much aware of the risk of conducting online transactions, especially the feeling of “needs to

touch” (Taddeo, 2009). Therefore, e-trust has been emerging as key drivers of online shoppers’ outputs

such as e-loyalty which was presented in previous studies like Kim et al (2009), Kracher et al (2005),

Sirdeshmukh et al (2002).

On the other hand, the relation between customers satisfaction and their loyalty in general and

the association of e-satisfaction with e-loyalty, in particular, have been assessed in the literature.

Anderson & Srinivasan (2003); Kim et al (2009) conclude that satisfied customers in e-commerce

environment who are gain satisfaction on each purchase and consumption experience with products or

services from online retailers over time tend to have higher usage, possess stronger patronage intention

and make positive referrals to their friends and acquaintances than those who are not satisfied.

Moreover, Srinivasan et al (2002), Anderson & Srinivasan (2003) point out that repeat purchase

behaviour of online shoppers as well as actively developing close relationship with suppliers can stem

from their favourable attitude and commitment toward online retailers, resulting from their sense of

fulfilment from each online transaction. Unsurprisingly, numerous studies have found the significance

of the e-satisfaction and e-loyalty linkage (Park & Kim, 2003; Rodgers et al, 2005; Cai & Xu, 2006)

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Accepted e-trust and e-satisfaction as significant antecedents of online shoppers’ e-loyalty as

empirical findings from prior researches, we propose the following hypothesis H2 and H3:

H2: Electronic trust has a positive effect on Electronic loyalty

H3: Electronic satisfaction has a positive effect on Electronic loyalty

2.2.3.The relation of e-trust and e-satisfaction

Kim et al (2009) find the positively direct relation of e-trust and e-satisfaction in their research

about the process of developing online loyalty. Particularly, besides direct effects on e-loyalty, e-trust

also indirect impacts through the variable of e-satisfaction. It can be said that in buyers-sellers

relationship when each party developed trust in their partner, parties would place more efforts to

remain and create commitment. From customers’ viewpoint, trust evaluation before episode of

exchange has a profound impact on their satisfaction in post-purchase period because of high-level risk

perceived from online retailers in terms of delivery, information disclosure, payment, return, etc

(Verhoef et al, 2002). Hence, customers are more likely to conduct an online transaction with e-

retailers they can trust. The relationship between these two variables within the context of the online

retailing environment has been found in various studies like Gummerus et al (2004); Harris & Goode

(2004); Jin & Park (2006). Recognized the above studies, we propose the following hypothesis H3:

H4: Electronic trust has a positive effect on Electronic satisfaction

Multi-channel

integration

E-Loyalty

E-Trust

E-Satisfaction

Figure 1- Proposed research model

Source: Analysis of the authors

3. Research Methodology

3.1. Research subjects

The sample selected were consumers over the age of 18 in Danang City, who had or used to

shop more than one channel at retailers of fashion items and accessories (for example, two or more

channels among traditional channels, websites, social networks, mobile applications, etc.) within a

period of 3 months from the date of purchase to the date of sample collection. The sample survey was

conducted with different customer groups of gender, age and income in many districts of Da Nang

City, in order to gain a representative sample.

Initially, a pilot survey was conducted on 20 consumers with the purpose of adjusting the

indicators to suit the shopping habits of Vietnamese. After that, an official survey with 160 consumers,

conducted a sample collection by taking an online survey. Respondents are required to complete the

questionnaire and return it to the interviewer upon completion. After eliminating invalid questionnaires

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(those with the same answer for the majority of the questions) to clean up the data, we finally obtained

157 valid copies out of a total of 160 copies. obtained from respondents.

3.2. Scale construction

The proposed research model consists of 4 conceptual structures, with a measurement scale of

these conceptual structures inherited from previous studies. Specifically, Multi-channel integration

items were adapted from the research of Zhang et al. (2018); E-Trust scale was developed based on the

study of Gabarino & Jonhson (1999); Kim et al (2009); E- Loyalty scale was employed from the

Srinivasan et al’ study (2002). Meanwhile, our study used the measurement of e-satisfaction from

Fornell et al (1996).

3.3. Research procedure

To evaluate the scale quality and test the research hypotheses, the model analysis technique of

linear structural equations based on the least-squares of partial PLS-SEM implemented on Smart PLS

3 software (version 3.2.9). PLS-SEM analysis allows the development of theories in exploratory

research (Hair et al., 2017). This technique is suitable for the study because almost no previous studies

have considered a research framework that includes the variables mentioned above in Vietnam as well

as in the world. Moreover, by adopting a component-based approach, PLS analysis allows testing both

reflection and structural structures (Rai et al., 2006). In this study, Consumer perception of integrated

channel quality is measured as high order-Formative Indicators, while the remaining variables are

measured as Reflective Indicators

4. Empirical result and Discussion

4.1. Empirical result

4.1.1.Testing the scale

To test the reliability of the scales, this study applied the recommendations of Hair et al. (2016)

including Cronbach’s alpha, composite reliability, convergent validity and discriminant validity.

The results show that the scales achieve internal consistency when Cronbach’s alpha and

composite reliability (CR) are greater than 0.7. Next, we remove items with outer loading validity less

than 0.7 such as IP4 (0.640); ITI3 (0.696); IIA1 (0.624) and IOF1 (0.652) to improve reliability. In

addition, the average variance (AVE) values are greater than 0.5 (Table 1) as well as it achieves the

discriminant validity according to Fornell & Larcker (1981) (table 2). Therefore the proposed scale

achieves convergence validity.

Table 1- Testing the internal consistency and convergence validity of the scales

Cronbach’s Alpha

0.748

CR

AVE

0.664

0.605

0.856

0.860

Integrated Promotion (IP)

0.783

Integrated channel product and price (IPP)

0.812

0.815

0.784

0.768

0.880

0.838

0.827

0.889

0.891

0.861

0.867

0.926

0.903

0.886

0.728

0.733

0.608

0.684

0.806

0.756

0.661

Integrated transaction information (ITI)

Integrated information access (IIA)

Integrated order fulfilment (IOF)

Integrated customer service (ICS)

E-Trust

E-Satisfaction

E-Loyalty

Source: Analysis of the authors

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Table 2- The result of discriminant validity

(1)

(2)

(3)

(4)

(5)

(6)

(7)

(8)

(9)

(10)

0.813

E-Loyalty

0.601 0.869

0.618 0.685 0.898

0.393 0.472 0.302 0.815

0.372 0.438 0.407 0.493 0.778

E-Satisfaction

E-Trust

Integrated Promotion

Integrated channel

product and price

0.421 0.454 0.489 0.460 0.495 0.827

0.230 0.239 0.287 0.202 0.338 0.587 0.856

0.402 0.327 0.335 0.384 0.420 0.683 0.580 0.780

0.357 0.313 0.366 0.325 0.459 0.475 0.638 0.572 0.854

Integrated customer

service

Integrated information

access

Integrated order

fulfillment

Integrated transaction

information

0.501 0.520 0.494 0.634 0.720 0.818 0.722 0.806 0.765 0.605

Multi-channel integration

Source: Analysis of the authors

4.1.2.Testing research hypotheses

The criteria for evaluating the quality of PLS-SEM model as well as the hypothesis testing

steps in this study are based on the recommendations of Hair et al. (2017).

First, the results of the variance inflation factor (VIF) are less than 4, allowing us to confirm

that the collinearity between explanatory variables is not a serious problem in the structural model.

(Hair et al., 2016). It is, therefore, possible to continue the next steps of the evaluation.

As expected, the path coefficients related to the effects between variables in the research model

are statistically significant at the 5% significance level. Notably, the Boostrap test results with 5000

replicates show that the above coefficients are all 0. Therefore, it can be concluded that the

assumptions from H1 to H4 are supported on data. The results of path coefficient analysis are

presented in Figure 2.

The results show that electronic satisfaction has a stronger impact on electronic loyalty

(ꢀ = 0.267) than the effect of channel integration on electronic loyalty (ꢀ = 0.194), but has a weaker

effect than with the impact of electronic trust (ꢀ = 0.339). In addition, electronic trust has been shown

to be an important premise for electronic satisfaction (ꢀ = 0.685).

To test the predictive power of endogenous structures - which reflect the value of relationships,

the study uses R-square values. The R²of Multi-channel integration (0.987) is assessed to be

significant. Meanwhile, the R²of E-Satisfaction (0.469) and E-Loyalty (0.468) are considered to be

average according to many researchers like Henseler et al. (2009).

This study also considers the mediation role of electronic-satisfaction in the relation between

electronic trust and electronic loyalty. The proposals of Preacher & Hayes (2008) were employed with

the results presented in Table 4. Accordingly, the analysis results allow conclusion that not only does

e-trust have a direct impact on e-loyalty but it also directly affect through e-satisfaction at Zhao et al

(2010)’s suggestion (zero does not appear in the result of the Bootstrap’s confidence intervals and the

specific indirect effect is statistically significant).

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Figure 2- The result of the path coefficients

Notes: *p < 0,05; **p < 0,01; ***p < 0,001

Source: Analysis of the authors

Table 3 shows the results of the research hypothesis test.

Table 3- The results of research hypotheses

Research model

Hypothesis

Conclude

(ꢁꢂ

Std.

T- value

2.380

P- value

0.018

VIF

1.441

1.981

2.051

1.000

H1

H2

H3

H4

0.194

0.339

0.267

0.685

0.082

0.116

0.094

0.062

Accepted

2.924

0.003

2.856

0.004

11.112

0.000

Source: Analysis of the authors

Table 4- The result of mediator role at Preacher & Hayer (2008)’s suggestion

Indirect

influence

95% confidence interval

of indirect effects

The relationship

T- value

p- value

E-trust‰ E-satisfaction‰ E-loyalty

0.183

[0.072; 0.188]

2.548

0,011

Source: Analysis of the authors

4.2. Discussion

From the empirical findings, there are five major noteworthy points which will be discussed in

this section.

Firstly, consumer awareness of the retailer's channel integration will positively impact on their

electronic loyalty toward given retailer. This finding is in accordance with the study of Savila et al

(2019). Particularly, Savila et al explain that multichannel integration has a significant effect on online

loyalty through benefits integrating activities bring to customers. In addition, according to Zhang et al

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(2018), when consumers are positively aware of the channel's integration activities, they will realize

the transparency and benefits (such as greater shopping experience, less time and effort spending on

purchase process) that channel integration brings to their purchasing process, thereby promoting repeat

purchasing intention -one of an aspects of loyalty.

Secondly, the relationship between e-trust, e-satisfaction, and e-loyalty is widely acknowledged

in this study to be consistent with some prior researches such as Kim et al. (2009), Christodoulides et

al. (2010), Janita et al. (2013). This is not surprising because the relationship among the three variables

including trust, satisfaction and loyalty has been strongly accepted in the literature of consumer

behaviour. So in the context of e-commerce, this relationship is once again acknowledged, confirming

the consistent correlations among these variables. Online shoppers’ trust and satisfaction will directly

impact on their loyalty to the electronics retailer.

Finally, in this study, we acknowledge the direct relationship between electronic trust and

electronic satisfaction in line with the findings of Kim et al. (2009) for online retailing in general and

the results of Zhang et al (2018) for integrating retailing channels. It can be said that trust not only

affects loyalty directly but also indirectly affects this variable through electronic satisfaction. Once

again affirming, the more satisfied customers are about this, the more they promote their loyalty to the

electronics retailer.

5. Conclusion and Suggestions

5.1. Conclusion

This study achieves the goal of systematizing theory of antecedents of customers’ electronic

loyalty in multi-channel retailing environment of fashion industry in Danang, Vietnam. Moreover,

through data of the empirical study, we have verified the reliability of the concepts’ measurement scale

and confirmed the relevance of the research framework in the context of retailing fashion sector in

Vietnam, suggesting the profound significance of integrating retailing channels, besides creating e-

trust and e-satisfaction, in winning e-loyalty of customers in a dynamic e-commerce like Vietnam,

today. However, the research also has some limitations in the scope of the research because we only

conducted the survey in Da Nang with a fairly small sample as well as the research model had not

considered the effects of variables related to consumption culture.

5.2. Suggestions

For retailers in general and for fashion retailer in particular, it is necessary to consider the issue

of customers’ electronic loyalty in the context of today’s multi-channel retailing. Indeed, in the multi-

channel environment, enterprises could lose their customers due to research shopping behaviours

(showrooming and webrooming) in which multi-channel shoppers demand transparency, information

symmetry, consistent shopping experience, as well as always seek best deals from retailers. Hence,

establishing customer loyalty and then customer engagement in e-commerce context can be regarded

as central issue of improving business performance.

Integrating retailing channel is one of the solutions to this matter besides creating e-trust and e-

satisfaction for customers. In other words, retailers should focus on reactions of customer experiences

across different channels, especially in the following six aspects of the multi-channel integration.

Firstly, it is necessary to create integrated communication and promotion: advertisements, contact

information, brand names, etc. on websites, social networking sites, etc. consistent with the retail

stores of physical stores. Secondly, Integrated channel price and products: not only create a consistent

description, classification about products but also need a homogeneous product prices and discounts on

both online and offline, which will create trust and good shopping experience for consumers. Thirdly,

integrated traffic information: the retailer's ability to provide consumers with accessing to transaction

history, purchasing history, receiving future purchase recommendations, or receiving a personalized

Web site will help customers not only good experience but also bring satisfaction to customers.

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Fourthly, integrated information access: fashion retailers should pay attention to the information that

helps consumers find products, inventory of products and other functions in the whole store as well as

through retailer websites. Fifthly, integrated order fulfilment: Redeeming coupons, gift certificates,

receiving items, paying for items conveniently in both online and offline channels can create positive

responses, beliefs, satisfaction, repetitive buying intent. Last but not least, Integrated customer service:

the risk of buying fashion through online channels (for example, not the right size, the wrong colour...)

is always a barrier for customers, so the exchanging services, supporting services, after-sales advice

are good solutions to solve this problem. From above, we can see that, by integrating retail channels,

retailers in general and fashion retailers, in particular, allow customers to have many choices about

shopping channels, making them trust, satisfy, thereby buying regularly and both online and offline

loyally to retailers.

Besides, to encourage electronic loyalty, e-retailers, in particular, cannot ignore the missions of

building up trust and satisfaction with their customers by improving the quality of sales channels, also

regularly collecting customer comments, suggestions and complaints. That helps them understand

customers, overcome defects, create mutual trust and especially turn customers into their partners.

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