Purpose While integrating online and offline stores prevents channel cannibalization, the process is complex and multifaceted. This study examines how channel disintegration influences vendor lock-in through the surprise effect, considering shopping motivation as a moderator between surprise and delight. Design/methodology/approach Data from 434 customers of two well-known apparel brands were analyzed using structural equation modelling. Findings Inconsistent price and product across channels generate surprise, which triggers delight, influencing satisfaction and vendor lock-in. Additionally, variety seeking and bargain hunting amplify the effect of surprise on delight. Originality/value Because customers may encounter unpredictable experiences across touchpoints, inconsistent customer journeys can be attractive. However, limited research has explored how inconsistent promotion and inconsistent price and product shape emotions and satisfaction. These insights help retailers develop multichannel marketing strategies to enhance customer retention.
Fang et al. (Tue,) studied this question.