Effect of channel congruence on a retailer's image

Abstract

PurposeThe purpose of this paper is to assess whether the image of a retailer – beyond the distinct contributions of the website and the stores ‐ is improved by the perceived congruence of its channels, and for what types of customers.Design/methodology/approachAn online survey was conducted on 1,478 customers taken from the behavioural databases of a major French multichannel retailer. Structural modelling and one‐way ANOVA were used to test the working hypotheses.FindingsCongruent channels improve retailer image even when these channels have a less good image. However, channel congruence cannot be elevated to a universal guiding principle as it only affects multichannel and online buyers, with no detrimental impact on retailer image.Research limitations/implicationsThe study is mainly limited by the type of retailer studied, and the choice of an online questionnaire, limiting the representativeness of the offline purchasers.Practical implicationsIn order to improve its image, a multichannel retailer must seek maximum congruence of its website and stores. Congruent channels lead to benefits for the retailer even when they are poorly valued by consumers.Originality/valueDespite a broad theoretical consensus, this is the first study to demonstrate empirically that website and store congruence improves retailer image, and not only online purchase intentions. It is also one of the first published researches that uses congruence as a mediating variable.