Managing web site performance taking account of the contingency role of branding in multi‐channel retailing

Purpose – The paper aims to examine the role of service branding and web site performances in a multi‐channel retail context by studying consumers who have on‐going relationships with retailers. Focus is placed on understanding perceptions of image congruency of the retail service brand across physical and electronic channels, together with web site performance perceptions influencing web site attitudes. The effects of web site attitudes on behavioural loyalty are also investigated. Design/methodology/approach – Data were gathered via an online survey from 196 consumers and analysed using structural equation modelling via PLS analysis. Findings – The findings shed light on the importance of cross‐channel service brand management together with managing critical web site service interface capabilities in the retail environment to engender favourable web site attitudes and customer loyalty outcomes. Practical implications – Multi‐channel retailers should carefully consider the degree to which consumers perceive the web site and its performance to be congruous with the retailer's brand image which appears to influence how information is subsequently processed and impacts customer loyalty behavior. Originality/value – The findings are of value to multi‐channel retail practitioners and focus on how consumers with an ongoing relationship with the retailer integrate offline and online brand images in the formation of web site attitudes. In addition, the study examines both cognitive and hedonic elements of web site performance in the research framework.