172 Managing Multichannel Integration, Designing Perceived Affordances, and Developing Customer Relationship in the Online and Offline Retailing et al., 2010). H7: Relational value has a positive influence on online satisfaction. Customers highly value shopping experiences that enable them to satisfy relational objectives. Fleming, Coffman, and Harter (2005) argue that every interaction between retailers and customers represents an occasion to generate relational value for customers. In the shopping environment, the ability of multichannel retailers to involve customers in personal and intimate relationships with themselves can increase satisfaction (Jones and Kim, 2010). Customers that perceive high hedonic value through enjoyable experiences can be satisfied with offline channels (Babin, Lee, Kim, and Griffin, 2005). Enjoyment, pleasure, and fun customers gained through a service are some aspects of emotional value (Carlson et al., 2015). Therefore, positive shopping emotions, derived from the feelings or affective states that a product/service generates, such as delight and pleasure, positively affect the evaluations of offline satisfaction (Phillips and Baumgartner, 2002). Additionally, an enjoyable relationship, which adds relational value for customers, increases satisfaction (Chan et al., 2010; Eroglu, Machleit, and Barr, 2005; Patterson and Smith, 2003). Meanwhile, relational value focuses on how customers feel about the prospect value to be gained from building a relationship with a retailer. The reason is that relational value has a deep thought and meaning, both of which are related to the expectations of customers and the accountability of the retailers to satisfy these expectations in the customer relationship (Ravald and Grönroos, 1996). Relational value can heighten the bond of the relationships between customers and multichannel retailers. That is, these relationships are a source of relational value for customers and increase offline satisfaction. H8: Relational value has a positive influence on offline satisfaction. 2.5 Online Satisfaction, Offline Satisfaction, Online Loyalty, and Offline Loyalty This study identifies two constructs of loyalty, that is, online and offline loyalty. Online loyalty is de ned as a customer’s favorable attitude and commitment that results in repeat purchasing behaviors toward an online channel of multichannel retailer (Harris and Goode, 2004). Loyal online customers will stick to their favored retailer websites even when confronted with a number of similar competitive alternatives (Shankar, Smith, and Rangaswamy, 2003). Generally, these highly satisfied customers are likely to spread
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