Omni-Channel supply chain: a study of the relationship on Omni-channel supply chain and logistics service quality influencing online purchasing behaviour

The consumer behaviour had been affected by the evolution of digital technologies and internet. Online shopping is becoming more popular, with e-commerce market growth that encourages involvement of retailers. However, consumers' satisfaction is still the same as they request for a seamless and frictionless shopping experience, an 'Omni-channel supply chain'. Retailers need to understand the new phenomenon and how the concept is influencing customer purchasing behaviour, especially online shopping. Furthermore, several researches had highlighted the importance of logistics service quality in predicting online purchasing behaviour. Thus, this study investigates the relationship on Omni-channel supply chain and logistics service quality in influencing online purchasing behaviour. A survey-based approach is used to collect data from consumers about their perception. Overall, the study had enhanced the understanding of the relationship on Omni-channel supply chain and logistics service quality with online purchasing behaviour. In addition, the understanding of online purchasing behaviour in Omni-channel context has enabled retailer to allocate resources in designing new strategies.