Can cross-channel technologies stimulate more loyal channel switching?

Purpose This study analyses how cross-channel technologies stimulate the intensity and loyalty of channel switching behaviour (showrooming and webrooming). Design/methodology/approach We collected data from a representative sample of 4,000 consumers in two European countries and for two product groups. We used SmartPLS with mediation and multiple group models for data analysis. Findings Perceived usefulness of store-to-web technologies (such as QR codes or information terminals) stimulates showrooming intensity and loyalty, while perceived usefulness of web-to-store technologies (such as availability checks or click and collect) stimulates webrooming intensity and loyalty. Mediation analyses indicate that the technologies stimulate additional loyal cross-channel behaviour (complementary effect) and loyal cross-channel behaviour that substitutes competitive cross-channel behaviour (substitution effect). However, increased usage frequency of cross-channel technologies can weaken the latter substitution effect. Research limitations/implications Future studies can build on this research by analysing additional technologies and how the effects of cross-channel technologies develop over time. Practical implications Retailers can benefit from offering store-to-web and web-to-store technologies and should communicate their usefulness to customers. Retailers must further implement the technologies in such a way that they still have control over information behaviour in the online channel. Originality/value This research contributes to the literature by linking research streams of cross-channel technologies and channel switching behaviour. As a major contribution of this study, the mediation analyses provide two explanations for the increased loyalty: a complementary and a substitution effect.