Store Service Quality Research Articles

Does integrated store service quality determine omnichannel customer lifetime value? Role of commitment, relationship proneness, and relationship program receptiveness

PurposeBuilding on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ) on the omnichannel customer lifetime value (CLV). The mediating role of customer commitment (affective, normative and continuance) and relationship program receptiveness with the moderating role of customer relationship proneness were relied upon to better understand the omnichannel customer profitability metric (CLV).Design/methodology/approachThe study is descriptive and relies upon the cross-sectional data collected using the self-administered structured questionnaires from 785 omnichannel shoppers. A purposive sampling technique was performed in the study. Structural equation modeling was performed using the SMART-PLS 4.0 software to analyze the data.FindingsThe results indicate that omnichannel customer commitment (affective, normative and continuance) differentially mediates the relationship between ISSQ and relationship program receptiveness, subsequently impacting the omnichannel CLV. The customer relationship proneness significantly and positively moderated the relationships between different dimensions of customer commitment and relationship program receptiveness.Research limitations/implicationsThe study relied upon the cross-sectional data from the Indian population aged above 18 years for testing the proposed model. Further studies could test the model across different populations to generalize the study results.Originality/valueThis study addresses the need to investigate the omnichannel retail store customer profitability and their relationship performance with the store. By testing the customer relationship management model in the omnichannel retail store context, this study is the first to show that ISSQ will impact the customer profitability and relationship performance metric (CLV) through omnichannel customer commitment and relationship program receptiveness. The moderating effect of customer relationship proneness on a few proposed hypotheses was also tested to give managerial recommendations.

Does integrated store service quality explain omnichannel shoppers' online brand advocacy behaviors?: role of memorable shopping experiences, store attachment, and relationship strength

PurposeThe online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).Design/methodology/approachThe study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.FindingsThe results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).Research limitations/implicationsThe study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

PurposeBuilding on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested.Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.FindingsThe results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store.Research limitations/implicationsThe study is conducted in the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

Research on the influence mechanism of key halo effect and Matthew effect on product online word-of-mouth: considering the moderating role of online store service quality

Research on the influence mechanism of key halo effect and Matthew effect on product online word-of-mouth: considering the moderating role of online store service quality

How integrated store-service quality promotes omnichannel shoppers’ word-of-mouth behaviors: the moderating role of perceived relationship investment and the shopper’s perceived value

PurposeThe post-purchase behavioral responses of omnichannel shoppers, who mainly rely on physical stores (acknowledged as a crucial channel in providing a seamless shopping experience and fulfilling the dynamic needs of the shoppers), are still understudied. The purpose of this paper is to examine how integrated store service quality (ISSQ) can contribute to a more optimal shopping experience (cognitive, affective and relational) and have a subsequent impact on shoppers’ psychological ownership toward the store, resulting in the generation of (face-to-face, online and social media) word of mouth (WOM).Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data were collected from 786 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using partial least squares structural equation modeling.FindingsThe results indicate that all three dimensions of omnichannel customer experience (cognitive, affective and relational) positively mediate the relationship between ISSQ and psychological ownership, subsequently impacting all three WOM behaviors of omnichannel shoppers (face-to-face, online store and social media). The customer’s perceived value with the store and their perceived retailer relationship investment significantly moderated the relationship between ISSQ and different WOM behaviors (face-to-face, online store and social media). This research also demonstrated the direct impact of ISSQ on WOM and the indirect impact through different customer experience dimensions and psychological ownership.Research limitations/implicationsThe sample used in the study was not probabilistic and, therefore, presents limitations for the possibility of generalizing the results. The study was performed in a cross-sectional methodology in the Indian context; there is a need for longitudinal investigation.Originality/valueThis study addresses the need to investigate different dimensions of omnichannel customer experience that might influence various post-purchase behavioral responses. This study is the first to show that ISSQ might affect omnichannel shoppers' online, offline and social media word-of-mouth behaviors through different customer experience dimensions and the customer’s sense of belongingness to the store. The moderating effect of customer perceived value with the retailer and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested to give managerial recommendations.

Does integrated store service quality stimulate omnichannel shoppers' augmenting, co-developing, influencing and mobilizing behaviors? Moderating role of perceived relationship investment

PurposeBuilding on Stimulus Organism Response theory, the current study examines the influence of Integrated store service quality (ISSQ) on the omnichannel customer experience dimensions (Cognitive, Affective and Relational), subsequently leading to their psychological ownership of the store, which eventually explains their Augmenting, Co-developing, Influencing and Mobilizing behaviors. The moderating role of omnichannel shopper perceived relationship investment in a few proposed relationships was tested.Design/methodology/approachThe research is a descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used. It was conducted using data collected from 554 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.FindingsThe results indicate that ISSQ positively impacts all three dimensions of omnichannel customer experience (cognitive, affective and relational). All three dimensions directly affect psychological ownership, eventually impacting their (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors. The moderating effect of the omnichannel shopper, perceived relationship investment, revealed that it had a significant positive impact on the relationship between dimensions of omnichannel customer experience and psychological ownership of shoppers towards the store, which eventually fosters the customer–retailer value co-creation like engagement behaviors.Research limitations/implicationsThe study is conducted in the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate other dimensions (apart from cognitive and affective) of the omnichannel customer experience that might eventually influence various service firms' customer engagement behaviors. This study is the first to show that integrated store service quality might stimulate (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors through customer experience dimensions and the customer's sense of belongingness to the store. The moderating role of omnichannel shoppers' perceived relationship investment in a few proposed relationships was tested.

Demographic Factors to Strengthen the Influence of Brand Image and Store Service Quality on Purchasing Decisions

The success of a company's target market is heavily dependent on purchasing decisions. The aspect that influences consumers' purchase decisions is the brand image. The buying decision is substantially influenced by brand perception. In this instance, brand image is significant for resellers as business players. Consumer service quality is another consideration. Quality of service is a manner of conducting business that tries to make ongoing quality improvements to the company's operations, products, and services. This type of research is quantitative, applying multiple linear regression techniques using moderating variables. The population of this study was all 150 customers of the Compassnyaban shoe store for the period July 2021 to June 2022 using the census method. The results showed that the brand image of Compass shoes found that Compass shoes used ideal raw materials. Compassnyaban shoe store's service quality was found to be responsive through complaint handling. The decision to purchase Compass shoes found that customers chose Compass shoes because of their trusted quality and quality. The result of this study is that brand image influences the purchasing decisions of Compassnyaban shoe store customers. The results showed that service quality did not affect the purchasing decisions of Compassnyaban shoe store customers. Demographic factors (gender, age, education) as moderating variables strengthen the influence of brand image on purchasing decisions at the Compassnyaban shoe store in Malang. Demographic factors such as education are the moderating variable that strengthens the relationship between brand image and purchasing decisions. Demographic factors (gender, age, education) as moderating variables strengthen the negative effect of service quality on purchasing decisions at the Compassnyaban shoe store in Malang. Demographic factor as education is the moderating variable that weakens the relationship between brand image and the decision to buy Compass s

Asuransi dan Pandemi Covid-19: Peran Persepsi Konsumen dalam Keputusan Pembelian

Consumer perception is a view or thought process used to make decisions in buying products or services that will be consumed. One of them is in purchase of insurance. This study aims to determine the influence of consumer perception on insurance purchase decisions at PT. Prudential Life Assurance during the Covid-19 pandemic in Bandung. This consumer perception is divided into 6 dimensions consisting of store image, product quality, price, promotion, service quality, and value. This research method uses quantitative. The population in this study are all Prudential customers who live in Bandung. The sampling technique used is non-probability sampling with purposive sampling type with a sample size of 100 people. Data was collected by means of a questionnaire. The data analysis technique used is multiple linear regression analysis. The results of the study showed that consumer perception had a positive and significant effect on purchase decision. The dimension of service quality has a significant effect on purchase decision, while the dimensions of store image, product quality, price, promotion, and value have no significant effect on purchase decision. The dimension of service quality is the dimension of the consumer perception variable which dominantly influences purchase decision

Integrated store service quality measurement scale in omni-channel retailing

PurposeBrick-and-mortar store is an essential channel to deliver a seamless shopping experience and meet customer's dynamic needs in omni-channel retailing. This paper aims to understand customers' expectations of the integrated stores and develop a measurement scale to assess in-store service quality in omni-channel retailing.Design/methodology/approachGrounded theory methodology (GTM) is employed to obtain a clear picture of consumer expectations and preferences regarding the omni-channel brick-and-mortar integrated stores. Then, an integrated store service quality scale is proposed, refined and validated using a questionnaire survey and structural equation model (SEM).FindingsThe measurement scale is set to include seven dimensions: in-store environment, in-store technology, product information consistency, employee assistance, personalization, channel availability and instant gratification and return. The relationships among these seven dimensions and customer satisfaction and loyalty are also verified. According to SEM, product information consistency is more important for customer satisfaction while personalization contributes more to customer loyalty. The results demonstrate that by analysing the seven dimensions, retailers can better understand customers and further improve service quality.Originality/valueThis paper proposes a sufficient measurement scale for in-store service quality and fills the gap in omni-channel retailing by capturing its integration attribute.

Impact of Retail Service Quality and Store Service Quality on Patronage Intention towards Organized Retail Industry

Purpose: A proper service increases the customer satisfaction and positive word of mouth. The aim of this paper is to find out the impact of retail service quality and store service quality on patronage intention and word of mouth towards organized retail industry.
 Design/methodology/approach: The study data were collected from [location masked for blind review] using a structured questionnaire. A sample of 419 was used. A structural model was developed for analysis to find out the linkage between study variables.
 Findings/results: Findings reveal that retail service quality and store service quality are increasing the customer satisfaction. The findings showed that retail service quality, store service quality, and customer satisfaction significantly impact patronage intention and word of mouth. Problem solving is the major issue faced by the retail stores. Hence they have to take immediate action towards it to maintain their loyal customer base
 Practical implications: Problem-solving is not having significant relationships with customer satisfaction. Store managers have to create a pleasant experience and amplify the strength factors to create a bond between the store and the customers
 Originality/value: This paper is helpful to the retail store managers as well as new entrepreneurs who are going to start a new venture in the retail business.

THE INFLUENCE OF RETAIL SERVICES AND SELLING BEHAVIORS ON CUSTOMER’S SATISFACTION, TRUST AND LOYALTY INTENTIONS IN RETAIL INDUSTRY OF PAKISTAN

This study examines the impact of retail services quality and selling behavior on customers’ satisfaction, trust, and store loyalty in case of high involvement products such as consumer electronics/home appliances in the context of Pakistan. The data was collected from 377 customers who completed the survey online. Respondents were particularly asked if they had any experience of buying such items recently and keeping in mind the purchase experience, rate the scale items accordingly. Factor analysis and multiple regression analysis were used for model testing. The study results show that store service quality and selling orientation strategy both have a significant impact on customer satisfaction, trust and store loyalty intentions. The study also involves the mediation analysis, satisfaction‐trust serving as mediator factor between two IVs (service quality and selling behaviors) and DV (store loyalty intentions). Results show that services quality and selling behaviour both have significant influence on store loyalty intentions. Further, satisfaction‐trust mediates the relationship between variables. The indirect path is significant which proves that satisfaction‐trust mediate the relationship between store attributes and consumer buying behaviour. The study has significant implications for multiple retail channels that can incorporate retail service quality and selling behaviour strategy (relational selling & consultative selling) to differentiate the retail brand services. Retailers of high involvement products category heavily relying on the selling skills and behaviour of salesperson/employee, can benefit from the study to implement retail brand positioning strategy.

Pengaruh Store Atmosphere dan Kualitas Layanan Terhadap Kepuasan Konsumen (Studi Kasus di Rumah Makan Asela Sampang)

The purpose of this study was to determine the effect of store atmosphere and service quality on consumer satisfaction at Asela Sampang restaurant. This type of research used in this study is quantitative by using multiple linear regression. Data collection in this research is by distributing questionnaires to 100 respondents who visited Asela Sampang restaurant with Asela restaurant consumers who have made purchases at least 2 times, and the sampling technique is non probability sampling with purposive sampling method. The testing technique in this study is the validity and reliability test, while the data analysis technique uses the classic assumption test (normality test, heteroscedasticity, multicollinearity, autocorrelation, linearity), while the hypothesis test is t test, F test and coefficient of determination. The results showed that store atmosphere and service quality affect customer satisfaction.

Managing In-Store Logistics: Perspective from Pakistani Small & Medium Retail Stores

Purpose – Nowadays customers want to enjoy their shopping experience with convenience and maximum value for their money. The key objective of this paper is to examine the role of in-store logistics in crafting store image and perceived value to customers, thus creating satisfied and loyal customers. Design/Methodology – A research framework was developed based on the review of relevant past research in the area of retail store service quality, perceived value, store image, customer loyalty and satisfaction. Valid data was gathered through survey from 200 respondents who have shopping experience of small and medium sized retail store. Data is analysed through Partial Least Square Structural Equation Modelling (PLSSEM) using Smart PLS 3.2.4 Findings – The findings of this study suggest that in-store logistics play a major role in developing customers’ satisfaction followed by store image and perceived value. Further, satisfied customers are expected to return to the same retail store, thus showing loyalty. Research Contribution – This research provides insights into retail decisions makers regarding the factors which enhance customer satisfaction and retention. This study also helps marketers and operations managers to develop strategies for retail stores based on the findings of this research. Originality/value – From a retailer’s perspective the paper explains the factors empirically that impact shoppers in retail store environment.

Creating and retaining customers: perspective from Pakistani small and medium retail stores

PurposeNowadays customers want to enjoy their shopping experience with convenience and maximum value for their money. The purpose of this paper is to examine the role of in-store logistics in crafting store image and perceived value to customers, thus creating satisfied and loyal customers.Design/methodology/approachA research framework was developed based on the review of relevant past research in the area of retail store service quality, perceived value, store image, customer loyalty and satisfaction. Valid data were gathered through a survey from 200 respondents who have shopping experience of small- and medium-sized retail store. Data are analysed through partial least square structural equation modelling (PLSSEM) using Smart PLS 3.2.4.FindingsThe findings of this study suggest that in-store logistics play a major role in developing customers’ satisfaction followed by store image and perceived value. Further, satisfied customers are expected to return to the same retail store, thus showing loyalty.Practical implicationsThis research provides insight into retail decisions makers regarding the factors which enhance customer satisfaction and retention. This study also helps marketers and operations managers to develop strategies for retail stores based on the findings of this research.Originality/valueFrom a retailer’s perspective the paper explains the factors empirically that impact shoppers in the retail store environment.

Pengaruh Store Atmosphere, Kualitas Produk, dan Kualitas Layanan terhadap Kepuasan Konsumen di Seniman Coffee Studio

Effect of Store Atmosphere, Product Quality, and Service Quality on Consumer Satisfaction at the Seniman Coffee Studio
 The rapid development of coffee shops in the Ubud sub-district is certainly the main competitors of the Seniman Coffee Studio to attract consumers. This research was conducted to determine the characteristics of consumers of Seniman Coffee Studio and the effect of store atmosphere, product quality, and service quality on consumer satisfaction at Seniman Coffee Studio. This study uses descriptive analysis and analysis of Structural Equation Modeling (SEM) through the Partial Least Squares (PLS) approach. The method of obtaining data in this study was through distributing questionnaires at Seniman Coffee Studio. The results of this study indicate that store atmosphere has a direct effect of 23.8% on customer satisfaction, product quality has a direct effect of 41% on customer satisfaction, and for service quality it also has a direct effect of 41.7% on consumer satisfaction at the Seniman Coffee Studio. Store atmosphere, both exterior and interior, at Seniman Coffee Studio needs to be improved, seeing its effect is smaller than the quality of the product and the quality service on customer satisfaction.

백화점의 본원적 · 보완적 서비스요소가 고객만족 및 재방문의도에 미치는 영향

This study examined the effects of servicescape, products, and contact employees on customer satisfaction, which is the main service of department stores. Also, we analyzed the effects of the complex cultural space and loyalty program, which are complementary services of department store, on customer satisfaction and revisit intention In this study, a research model and a hypothesis were set up based on the theoretical study of previous research, and a total of 359 respondents were surveyed using domestic department store customers and analyzed using PLS-SEM (partial least squares-structural equation modeling) . The results of the analysis showed that satisfaction with servicescape, products, contact employees and loyalty programs had a positive (+) effect on satisfaction. However, the complex cultural space did not have a significant effect on satisfaction. On the other hand, the loyalty program, complex culture and satisfaction all had a positive effect on the revisit intention.BR In this study, we added the ability to solve the problems that occurred besides reliability, confident, tangibility, empathy, and responsiveness as one of the service quality evaluation factors limited to contact employees. Second, It is significant that departmental store service quality factors are separated and verified separately. In other words, the satisfaction of the complex cultural space and loyalty program established for the marketing and service execution of the department store and the revisit intention of the rediscovery were confirmed.

ANTESEDEN KEPUASAN PELANGGAN DAN DAMPAKNYA PADA NIAT PEMBELIAN ULANG

In this era, one of the business opportunity is cafe business. This study aims to explain the effect of store atmosphere, service quality, and customer satisfaction on repurchase intentions, and the role of customer satisfaction mediates the influence of store atmosphere and service quality on repurchase intentions. The research was conducted at The Night Market Cafe & Co Working in Denpasar, using 150 respondents and data analysis techniques in the form of Path Analysis. The results of this study indicate that the store atmosphere and service quality have a positive and significant impact on customer satisfaction. The atmosphere and quality of service have a positive and significant influence on repurchase intention. Customer satisfaction has a positive and significant impact on repurchase intentions. In addition, the results of this study also show that customer satisfaction is able to mediate the effect of store atmosphere and service quality on repurchase intention at The Night Market Cafe & Co Working.
 Keywords: shop atmosphere, service quality, customer satisfaction, repurchase intention

How store service quality affects attitude toward store brands in emerging countries: Effects of brand cues and the cultural context

This cross-cultural research investigates how store brand perceptual cues and cultural differences affect the relationships between service quality and attitude toward store brands in two emerging countries. Using mall intercept surveys, the authors gather data from 1027 respondents in Brazil and Vietnam. Based on structural equation modeling results show that both positive and negative perceptual brand cues mediate the effects of overall service quality, store physical aspects, store reliability, and personnel attention on attitude toward store brands. Moreover, specific mediation processes arise; perceived price and functional risk mediate these effects in both countries investigated, whereas store brand perceived value and financial risk do not. The cultural context moderates the relationships as well, such that the effects of overall service quality, store physical aspects, and store personnel attention on attitude toward store brands are stronger in Brazil than in Vietnam. However, the effect of store reliability does not differ across countries.

The Influence of Store Image, Service Quality, Private Label Brand Image, Perceived Risk, and Price Consciousness on Purchase Intention

Previous study found supporting evidence of several factors affecting purchase intention in retail environment. However, there is still few that focus on the private label brand (PLB) despite of the importance of the products for the convinience store business. This study aims to find the direct effects of store image and service quality on brand image and purchase intention for a private label brand (PLB) in the context of convinience store. In addition, it also aims to confirm the factors that directly influence purchase intention of consumers. Two hundred and seven respondents were investigated using nonprobability sampling technique (purposive sampling). The analyses emploted Structural Equation Modelling techniques and results indicate that store the image and private label brand image has a direct positive impact on purchase intention. The findings also confirmed that service quality has a direct positive effect on private label brand (PLB) image. Surprisingly, service quality has no direct influence on purchase intention, but have indirect influence through private label brand (PLB) image.

Modeling and analysis for mobile application services: The perspective of mobile network operators

The success of Apple's App Store has motivated many mobile network operators (MNOs) to embrace the application store. However, finding a successful strategy that provides meaningful differentiation in an increasingly competitive mobile application market is a great challenge for MNOs. This research treats the mobile application service as a two-sided market and develops a system dynamics model to understand the diffusion behavior of mobile application services. Choice-based conjoint analysis is used to collect multi-attribute preference data of end-users and developers in order to understand how they select application store service offerings in Taiwan's mobile application market. We found that under the great pressure of application stores offered by mobile platform providers, MNOs have to provide services that directly attract adoption by end-users and developers, because the cross-side network effect is not significant. MNOs need to apply a localization strategy based on their strengths while improving their store service quality by collaborating with third-party IT vendors to persuade developers and end-users to adopt their stores as another “home base”. We conclude that MNOs need to not only fully exploit their resources to sense and seize emerging opportunities, but also reconfigure their resources with respect to market dynamics to rebuild their core competences for sustaining their competitive advantages.