Omnichannel Retailing Environment, Omnichannel Conflict Management, and Firm Performance in the Retailing Setting
Copyright policy )Omnichannel Retailing Environment, Omnichannel Conflict Management, and Firm Performance in the Retailing Setting
Amid escalating digitization and intensifying market complexity, omni-channel retailing has emerged as a strategic imperative for retail firms. This study, anchored in contingency theory, investigates the intricate interplay among the omni-channel retailing environment, omni-channel conflict management, and firm performance, with empirical evidence drawn from 342 Chinese cosmetics firms. Utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM), the research delineates how environmental contingencies positively shape conflict management strategies, which exhibit statistically significant impacts on firm performance. The results demonstrate that the omni-channel retailing environment significantly influences omni-channel conflict management, which in turn has a significant effect on firm performance.
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