Open AccessTHE EFFECT OF INTER-DEPARTMENTAL SYNERGY ON CONSUMER PURCHASING PATTERN IN AN OMNI-CHANNEL RETAILING ENVIRONMENT IN THE GEORGIAN MARKET
Publication year - 2020
Publication title -
globalizac'ia da biznesi
Language(s) - English
Resource type - Journals
eISSN - 2449-2612
pISSN - 2449-2396
DOI - 10.35945/gb.2020.09.014
Subject(s) - purchasing , georgian , order (exchange) , business , value (mathematics) , marketing , channel (broadcasting) , industrial organization , telecommunications , computer science , linguistics , philosophy , finance , machine learning
This study aims to analyse the impact of the level of synergy in a multi-channel retailer and its end results on customer purchasing behaviour. A deductive approach was adopted by reviewing the past studies on implementation and goals of synergy. It led to a quantitative research model for evaluating the effects of inter-departmental synergy in the market. In order to measure the effect of this strategy on the Georgian customers, a questionnaire was distributed among 412 retail customers. The outcome indicated that the level of synergy positively relates to the frequency and monetary value spent by customers and negatively impacts the threat of pure online retailers as substitutes. The theoretical and managerial implications of the relationship are discussed.