171 NTU Management Review Vol. 31 No. 3 Dec. 2021 H5: Economic value has a positive influence on online satisfaction. In the offline retailing context, customers may experience reality when shopping offline, which leads to a great sense of control over the shopping process (Bowen and Schneider, 1995). The economic value of the products or services provided in offline channels is important because customers look for professional products or services where they can experience high-level customization and service quality. Chan et al. (2010) indicate that increased professional service, customization, and service quality lead to higher satisfaction. Moreover, the offline channel shopping environment includes the assessment of the advantage of economic value relating to the breadth and depth of product assortment, thus receiving tailored responsiveness of purchasing processes. That is, economic value makes customers become further satisfied offline. H6: Economic value has a positive influence on offline satisfaction. Emotional value is defined as customers’ perceptions of fun, pleasure, and enjoyment gained from using a service (Carlson, O’Cass, and Ahrholdt, 2015). Hedonic value reveals the latent emotional value and entertainment of shopping itself (Bellenger, Steinberg, and Stanton, 1976). Relational value for customers refers to the sense of enjoyment from developing relationships (Chan et al., 2010). Chiu et al. (2014) and Rose, Clark, Samouel, and Hair (2012) both document that customers experience emotion and enjoyment from interacting with technology, including shopping processes that happen through online channels. Ulaga (2003) shows that relational value is the interactive feature of a relationship and is typically derived from social bonds between customers and service providers. Relational value is created through the interrelated activities of customers and retailers and is conceived through the relationship itself (Dimitriadis, 2010). Thus, Chathoth, Ungson, Harrington, and Chan (2016) reveal that relational value helps customers build emotional ties with online channels, thereby becoming further satisfied with such channels. The reason behind is that the multichannel context supports the constant conversion of behaviors in which service providers and customers interact (Meuter, Bitner, Ostrom, and Brown, 2005; Payne, Storbacka, and Frow, 2008). This interaction supports relational value building, simultaneously making it easily manageable. In other words, relational value benefited by customers forms affective responses, which are generated through online channels while shopping and interacting. As a result, these interpersonal relationships are a basis of value for customers and enhance satisfaction (Chan
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