INFLUENCE OF MULTICHANNEL SUPPLY CHAINS NETWORKS ON THE PERFORMANCE OF SELECTED RETAIL FASHION OUTLETS IN NAIROBI

Abstract

Purpose: The general objective of this study was to investigate the influence of multichannel retailing networks on the performance of selected fashion outlets in Nairobi.Methodology: The researcher used a descriptive research design, and the population and area of study was drawn from sampled outlets within Nairobi. The studies adopted stratified random sampling technique from the target population, as well as carried out a pilot study to pretest and validate the questionnaire. Multiple regression models were used to find out the importance of each of the four variables with reverence to the influence of multichannel retailing networks on the performance of selected fashion outlets in Nairobi.Results: Data analysis revealed that shopping experience was important in explaining performance. This is supported by a p value of 0.01 which means that shopping experience is a statistically significant predictor of performance. Findings also revealed that distribution channel is important in determining performance as demonstrated by a p value of 0.00 and a beta coefficient of 0.468.this implied that distribution channel was a statistically significant predictor of performance. Findings also indicated that organization structure was important in determining performance as demonstrated by a p value of 0.000 and a beta coefficient of 0.352. Findings reveal that capital was important in explaining performance. This was supported by a p value of 0.03 and a beta coefficient of 0.107 which means that capital was a statistically significant predictor of performance.Unique contribution to theory, practice and policy: The study recommends that the management of retail fashion outlets in Nairobi to conduct a market survey in order to establish the optimal shopping experience levels in order to reach out to more customers’ and hence achieve high performance.