Loading…

Channel integration and retail business performance in the pandemic covid-19: The mediating role of strategic agility

Along with the Covid-19 pandemic, unprecedented changes have occurred in customer shopping experiences arising from time constraints, insufficient stock, and social distance. Up till now, some retailers have become more resilient to crises, and some have even attained more growth in such a turbulent...

Full description

Saved in:
Bibliographic Details
Published in:Journal of organisational studies and innovation 2023-12, Vol.10 (4), p.49-68
Main Authors: Yildiz-Bunyatov, Emine, Gurcaylilar-Yenidogan, Tugba
Format: Article
Language:English
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Along with the Covid-19 pandemic, unprecedented changes have occurred in customer shopping experiences arising from time constraints, insufficient stock, and social distance. Up till now, some retailers have become more resilient to crises, and some have even attained more growth in such a turbulent atmosphere. What the retail industry learned deeply from public health threats is that multi-channel interoperability builds up retailer resilience and creates some opportunities while fostering strategically agile behaviour and hence better performance in times of crisis. In this line, the present study here examines whether online-offline channel integration improves strategic agility and retail business performance during the pandemic outbreak of Covid-19. The data obtained from Turkish clothes retailers confirms the mediator role of strategic agility in the relationship between channel integration and retail business performance. This study provides the first evidence for the performance-enhancing effect of channel integration through strategic agility in the struggle with the pandemic.
ISSN:2056-9122
2056-9130
DOI:10.51659/josi.22.180