Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination

• We examine the dimensionality of customer perceived value of the online channel of multi-channel retailer’s.
• We examine the effect of customer perceived value on online channel satisfaction and loyalty.
• Results substantiatethe research framework using consumer data from Australia and France.
• Findings provide insights on how to balance investments in various value drivers to enhance consumer behavior.

Given the constant and often dramatic technological advancements that facilitate retailing, especially online channel adoption by industry and customers, research focusing on customers perceived value of the online channel of multi-channel retailer’s requires conceptual and empirical elaboration. This study advances understanding of customer perceived online channel value and how customer perceptions of value effect online channel satisfaction and online channel loyalty. Using data from a multi-country study, we provide a deeper understanding for multi-channel retailers of how to balance investments in various value drivers to enhance online channel satisfaction and customer loyalty.