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Situational factors and delivery and return selection-option in omnichannel contexts
Research Areas
  • Business organisation
Most retailers have lately extended the number of available shopping channels, from one channel to multiple channels (Brynjolfsson, Hu, and Rahman 2013), integrating those channels within ?mutichannel?, ?cross-channel?, or ?omnichannel? strategies (Beck and Rygl 2015). These strategies have increased the complexity of distribution systems and processes, but retail research lacks a structured view about the impact of these changes on distribution (Hübner, Wollenburg, and Holzapfel 2016), ignoring the consumers preferences about distribution in the shopping process. The challenge, then, is to comprehend how consumers select delivery and return options, identifying the factors affecting consumer?s option selection (Lemon and Verhoef 2016). Marketing literature has identified different factors affecting consumer?s shopping decision, which Belk (1975) categorizes into situational and non-situational. However, the former ? linked to a particular time and place of observation- have failed to grab scholar attention (Hand et al. 2009). Thus, the purpose of this study is to identify and categorize the situational factors affecting consumers? choice of delivery and return options. The study identifies 15 different situational factors and examines their importance thanks to an empirical analysis based on an online questionnaire distributed to 650 respondents (266 valid responses). The results show that 13 situational factors have a significant impact on consumers? decision about delivery and return option-selection, and identify the most influential factors in delivery and return option-selection. As a contribution, first, from an academic perspective, the research overcomes the shortcomings of prior research on the relation between situational factors and consumers? delivery and return option-selection. Second, from a methodological view, the investigation sets up the basis for the analysis of the influence of situational factors in logistics-related decisions. Finally, the findings from this study will help retail logistics managers to better plan and deploy their strategies.
8th Global Innovation and Knowledge Academy
Valencia, Spain
Start Date
End Date
From page
To page
Proceedings of the 8th Global Innovation and Knowledge Academy
  • Autor: Mohammad Mahdi Zarei (Universidad Politécnica de Madrid)
  • Autor: Angel Francisco Agudo Peregrina (UPM)
  • Autor: Eva Maria Ponce Cueto (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
Cofinanciación del MINECO en el marco del Programa INNPACTO (IPT-020000-2010-22)