Supply chain integration in omni-channel retailing: a human resource management perspective

Abstract

PurposeThe purpose of this paper is to apply the dynamic capability view to identify relationships between human capital (HC), supply chain integration (SCI) and firm’s performance. It also examines the moderating effect of product variety (PV) on these relationships in the context of omni-channel retailing (OCR).Design/methodology/approachAn empirical study was conducted based on survey research. In total, 230 retailers in China’s market adopting omni-channel strategy were surveyed to examine the hypotheses proposed in our conceptual model using statistical techniques.FindingsThis study reveals that HC has a positive impact on SCI, and the impact of employees’ capital is greater on the success of SCI than that of managers’ capital. Moreover, the results confirm that SCI facilitates the achievement of superior performance. Organization integration contributes the most to performance improvement in OCR. Additionally, this study identifies the positive moderating effect of PV on the relationship between HC and SCI, while the moderating effect is insignificant to the influence of SCI on performance.Research limitations/implicationsWe obtained valuable insights for both academicians and practitioners. On the one hand, this could be an early attempt as an interdisciplinary study to empirically analyze supply chain management in OCR from human resource perspective. It reveals the importance of human resource management (HRM) and the contribution of SCI to OC retailers. Therefore, this study fills current research gaps. On the other hand, this study provides several practical insights to top management: the importance of improving an individual’s competency to sustain a retailer’s dynamic capability; and the importance of strengthening the organization’s integration to better achieve effective SCI in OCR. Additionally, this study proposes future research based on its limitations.Originality/valueSCI is investigated in the context of OCR from the HRM perspective. Moreover, this study reveals the importance of HRM and discusses the moderator’s effect in OCR.