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Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ) on the omnichannel customer lifetime value (CLV). The mediating role of customer commitment (affective, normative and continuance) and relationship program receptiveness with the moderating role of customer relationship proneness were relied upon to better understand the omnichannel customer profitability metric (CLV).

The study is descriptive and relies upon the cross-sectional data collected using the self-administered structured questionnaires from 785 omnichannel shoppers. A purposive sampling technique was performed in the study. Structural equation modeling was performed using the SMART-PLS 4.0 software to analyze the data.

The results indicate that omnichannel customer commitment (affective, normative and continuance) differentially mediates the relationship between ISSQ and relationship program receptiveness, subsequently impacting the omnichannel CLV. The customer relationship proneness significantly and positively moderated the relationships between different dimensions of customer commitment and relationship program receptiveness.

The study relied upon the cross-sectional data from the Indian population aged above 18 years for testing the proposed model. Further studies could test the model across different populations to generalize the study results.

This study addresses the need to investigate the omnichannel retail store customer profitability and their relationship performance with the store. By testing the customer relationship management model in the omnichannel retail store context, this study is the first to show that ISSQ will impact the customer profitability and relationship performance metric (CLV) through omnichannel customer commitment and relationship program receptiveness. The moderating effect of customer relationship proneness on a few proposed hypotheses was also tested to give managerial recommendations.

The different dimensions of the online engagement behaviors exhibited by omnichannel shoppers, who mainly rely on the online channel for information search, are still understudied. This study aims to investigate how service journey quality (SJQ) has an impact on the overall omnichannel customer experience leading to customer identification (CI) with the store, subsequently leading to their exhibition of online engagement behaviors (writing online reviews, blogging, rating products and service online and indulging in customer-to-customer online interactions.

The research is cross-sectional, quantitative and descriptive. Purposive sampling was used to choose the research's participants. Data were collected from 591 Indian omnichannel customers who had previously made an omnichannel purchase that included the concurrent usage of various channels of a retailer using a verified self-administered survey. Using the Smart PLS 4.0 software, the proposed conceptual model has been evaluated.

The results indicate that omnichannel customer experience mediates the relationship between SJQ and CI with the store, subsequently leading to their exhibition of online engagement behaviors (writing online reviews, blogging, rating products and service online and indulging in customer-to-customer online interactions). The perceived customer gratitude toward the store significantly and positively moderated the direct relationship between SJQ and different online engagement behaviors (writing online reviews, blogging, rating products and service online and indulging in customer-to-customer online interactions).

The study relied upon the omnichannel shoppers of only Indian population and relied on a cross-sectional data collection procedure for this research.

Post-pandemic, with highly dynamic shifts in customer preferences, the need for channel-agnostic shopping leading to the unpredictability of purchase patterns has made SJQ the only dimension to achieve sustainable loyalty intentions through value co-creation in an omnichannel retail context. Emphasizing post-purchase behaviors like different online engagement behaviors (writing online reviews, blogging, rating products and services online and indulging in customer-to-customer online interactions), this study is the first to show that SJQ might affect four different online customer engagement behaviors through omnichannel shopping experience and CI with the store. The moderating effect of customer-perceived gratitude toward the retailer on a few proposed hypotheses was also tested to give managerial recommendations. The study also answers the call to investigate the moderating role of customer gratitude in determining service quality-driven engagement behaviors.

The online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.

The results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.

Building on Stimulus-Organism-Response theory, the current study examines the influence of pickup service quality in buy-online pickup in-store service (BOPIS) on users' perceived relationship investment with the mediating role of users' perceived experience quality and relationship proneness. This research also demonstrates the subsequent impact of BOPIS users' perceived relationship investment on their relationship performance indicators, like their cross-buying behaviors (breadth), frequency of their purchase (depth) and longevity of their relationship (length) with the store. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was tested.

The research is descriptive, quantitative and cross-sectional investigation. The study employed a purposive sampling technique. It was conducted using data collected using a validated self-administered questionnaire from 786 Indian omnichannel shoppers who have used BOPIS services in the past. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling.

The results indicate that BOPIS users' perceived experience quality and relationship proneness positively mediate pickup service quality and perceived relationship investment. The users' perceived relationship investment subsequently significantly positively impacts different dimensions of their relationship performance with the store (breadth, depth and length). Additionally, BOPIS users' service experience consciousness has a significant negative moderating effect on the direct relationship between pickup service quality and different dimensions of relationship performance.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the relationship performance indicators of BOPIS users, like their cross-buying behaviors(breadth), frequency of their purchase(depth) and longevity of their relationship(length) with the store. This study is the first to show that pickup service quality might explain the relationship performance of BOPIS users through their perceived experience quality, relationship proneness and relationship investments. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was also tested for the first time.

Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested.

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.

The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

Recent growth of metaverse adoption has impacted the adoption of nonfungible tokens (NFTs) which is becoming increasingly attractive. Recently, researchers have explored the adoption of NFTs in metaverse platform. However, considering the risk involved in the transaction, the need for trust on NFT transaction arises. Drawing on trust transfer theory, this study aims to fill this gap by investigating the trust transfer process from trust on metaverse platform and online payment. Moreover, the moderating effect of perceived effectiveness of dispute resolution (PEDR) between trust and adoption of NFT transaction in metaverse platform is explored.

This study adopts an empirical approach using a questionnaire survey in India based on simple random sampling technique and is analyzed using structural equation modeling through the Smart PLS software.

The findings reveal that users with a higher trust disposition will trust the metaverse platforms, online payments and NFT transactions in the metaverse. Also, the study reveals that trust transfers from the metaverse platform and online payments toward NFT transactions in the metaverse, which further leads to the adoption intent of NFT. The study provides information for platforms on how the trust transfer process occurs and how to manage conflict resolution to attract the trust of users to use NFTs in their transaction.

The study makes a valuable contribution by identifying the significant impact of trust disposition and social influence in explaining user trust in NFT transactions within the metaverse. Also, the study explores how established trust in conventional online payment mechanisms translates and contributes to trust-building on NFTs and transactional contexts within virtual worlds.

This study implies that ensuring robust security measures for NFT transactions, such as two-factor authentication, blockchain verification and secure wallets, can reassure users with different levels of trust disposition.

Metaverse platforms should focus on educating users about how trust operates within their environment by providing tutorials, FAQs and support channels to help users navigate the process confidently. Highlighting security measures, user rights and privacy protections can enhance trust toward NFT payment.

To the best of the authors’ knowledge, this study contributes to research as it is the first of its kind study to explore the factors affecting adoption intent of NFTs transaction in metaverse platform using trust transfer theory. Thereby, developing substantial theoretical and practical contributions by considering an emerging technology.

Building on stimulus organism response theory, the current study examines the influence of channel integration quality dimensions (channel service configuration and integrated interactions) on the omnichannel retail store's shoppers' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the relationships proposed against boundary conditions, the number of channels used during the purchase and gender.

The research is descriptive, quantitative and cross-sectional investigation. It was conducted using data from 451 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM and PLS-MGA.

The results indicate that channel service configuration positively impact the dimensions of relationship quality of the omnichannel shoppers. However, integrated interactions influence trust and commitment directly but affect satisfaction indirectly through trust. Subsequently, relationship quality significantly explains CCB. The model results show r2 = 0.402 for CCB; that is, 40.2% of CCB is explained by channel integration and relationship quality. The moderating effect of the number of purchase channels used and gender on all proposed relationships were tested. PLS-MGA results revealed channel service configuration led to shopper commitment, subsequently impacting CCB. The effect was more among shoppers who used more than 2 channels. The impact of channel service configuration on commitment was seen more among female shoppers. Male and female shoppers exhibited satisfaction-driven and trust-driven citizenship behavior, respectively.

The study is carried out in the Indian population, where omnichannel retailing is still in the nascent stage.

This is the first study to demonstrate channel integration quality may influence customer citizenship behavior through relationship quality dimensions, tested against boundary conditions, the number of channels used during the purchase and gender. The findings from this research would help retail store managers design their omnichannel operations to encourage firm-beneficial value co-creation behaviors among omnichannel shoppers.

The purpose of this paper is to empirically examine the influence of women’s land ownership status on their inclusion in developing economies.

The study adopted a cross-sectional analysis. Data were taken from Global Findex data of World Bank and Indices of social development. Data were analysed using limited information maximum likelihood to establish the relationship between usage of basic financial services and women’s land ownership status variables. The study considers different demographic, social and economic factors as control variables. Socio-economic gender equality index and land ownership status of men are considered as instrumental variables in the estimations for controlling endogeneity problem.

The study proves that there is a significant influence of women’s land ownership status on their demand and usage of basic financial services. The results show that women who own land alone have a significant relationship for formal account ownership and formal savings but are deprived of formal and informal credit. The results find that women are more likely to avail of formal credit when they are backed by someone else in the family especially men. Irrespective of the wealth quintile to which women belong, they are deprived of credit if they do not own any land. The findings also show that women in higher wealth quintiles are more active in availing credit.

The study is limited to the extent of influence of women’s land ownership status on their demand for basic financial services.

The study recommends appropriate economic and financial policies to encourage women to own, possess and use their land for personal as well as entrepreneurial activities. The study also suggests for policies to encourage women for joint ownership of land for better credit availability.

Formal institutions must be more favourable for women in providing credit facilities because women play an essential role in economic development in developing economies.

This study is the first of its type in providing empirical evidence that women’s land ownership status influences their demand for basic financial services in developing countries.

Brand resonance will significantly improve the profits of the services industry in the twenty-first century. The purpose of this paper is to find the resonance score for modified customer-based brand equity (CBBE) model in mutual fund financial services and improve the conceptualization of customer-based mutual fund services’ brand equity through brand resonance.

The path values of SEM model was used to estimate the relative weights of criteria and sub-criteria in analytic hierarchy process (AHP) model and it was empirically tested with a sample of 240 mutual fund investors.

The brand resonance using AHP has been quantified. The resonance quantification of each brand has been demonstrated using two renowned Indian mutual fund services brands State Bank of India and Hong Kong and Shanghai Banking Corporation.

The interdependency of the factors which influence the resonance score is not explored.

Research findings provide useful guidelines for fund managers/analysts of mutual fund services companies while improving the brand equity and strong brand’s resonance with investors.

The paper examines quantification of resonance for modified CBBE model in mutual fund services using data from a sample of investors in India with two mutual fund brands. The AHP structure model helps firms effectively quantify the resonance score.

The metaverse is considered an evolution of the Internet, and it engages users with digital content more seamlessly due to its enhanced immersion and diverse applications. The current study examines factors affecting the intention to adopt the metaverse. Existing studies on metaverse were found insufficient in explaining users’ intention to adopt metaverse, for which the companies are investing vast amounts of money for its implementation. The study fills the research gaps in the literature and applies the UTAUT2 (Unified Theory Of Acceptance And Use of Technology) and PAD (Pleasure, Arousal, Dominance) theory in the SOR (Stimulus-Organism-Response) framework. The study proposes a conceptual model by including effort expectancy, hedonic motivation, social influence, security personalization as stimuli, arousal, dominance, pleasure, immersive experience and perceived value as organismic variables and intention to adopt metaverse as the response variable, with gender as a moderator.

The study used purposive non-probability sampling approach and total of 420 responses were collected to examine the model. The partial least squares (PLS) technique is used for data analysis using Smart PLS software.

The study’s findings suggest that social influence and immersive experience have the highest impact on perceived value which affects users’ intention to adopt metaverse. Results indicate that individuals perceive value on using metaverse when it provides enjoyment and fun as well as security. Hence, it is important to ensure not only that individuals feel hedonically motivated but also feel secured and exert less effort to use the metaverse.

The study contributes to the existing literature on metaverse and extends its association with immersive experience and the theories applied. The fundamental qualities of metaverse that contribute to its immersive and enjoyable nature can influence users' behavioral responses. Our research emphasizes the importance of executives acknowledging the development of organismic experience within metaverse.

The insights derived from this study will serve to expand the knowledge of metaverse application developers, offering valuable guidance in incorporating these factors into their development processes. By prominently displaying security measures, metaverse brands can demonstrate their commitment to mitigating risks associated with virtual interactions. This includes clearly communicating the security protocols in place to protect user data and privacy and providing detailed information about security features can build trust and alleviate concerns.

The study highlights how the metaverse features affect individuals toward its adoption intent. Specifically, the study reveals that social influence and security affect the metaverse, further affecting the adoption intent of the metaverse. This has implications for enhancing customer relationships and value cocreation with different stakeholders. The research also recognizes that security measures are necessary for metaverse technology. These reactions could include placing regulations and standards in place to deal with the social and economic effects, making sure that data is collected and used ethically, and giving privacy and security measures priority.

This paper contributes to the body of knowledge as it is the first of its kind to explore and link immersive experience, pleasure and perceived value from the metaverse’s point of view to explore the user’s adoption intention. The study also contributes to the SOR framework with UTAUT2 and PAD theories by applying it to the metaverse context, which is used in limits.