173 NTU Management Review Vol. 31 No. 3 Dec. 2021 electronic word of mouth, revisit the store, and repurchase from the same online channel in the future (Carlson et al., 2015; Huang and Liu, 2016). Generally, the positive relationship between satisfaction and loyalty has often been confirmed in the online context (Barrutia and Gilsanz, 2013; Carlson and O’Cass, 2010), specifically in the multichannel setting (Wallace et al., 2004). H9: Online satisfaction will have a positive effect on online loyalty. Bloemer and de Ruyter (1998) define offline loyalty as the biased behavioral response, expressed over time, by customers concerning one store out of many other retailers, which is a utility of psychological processes resulting in retailer store loyalty. Offline loyalty is traditional loyalty to a retailer through repeating behaviors and the purchases of several products and services from the same retailer. Numerous marketing studies have hypothesized and empirically confirmed the relationship between satisfaction and offline loyalty, such as customer referrals, purchase intentions, service usage, share of wallet, and customer retention (Anderson and Sullivan, 1993; Bolton, 1998; Wu, 2011; Shen and Horng, 2012). We agree with these prior studies and propose the following hypothesis: H10: Offline satisfaction has a positive influence on offline loyalty. Satisfaction with a retailer is a sum of positive experiences from both online and offline channels (Montoya-Weiss et al., 2003). Söderlund (2003) empirically finds that existing satisfaction is a predictor of anticipated satisfaction. Certain transactions are initiated online and completed tangibly by an offline fulfilment process. Multiple channels are regarded as complementary to each other, that is, satisfaction with one channel enhances a customer’s satisfaction with another channel (Balasubramanian, Raghunathan, and Mahajan, 2005; Huang and Liu, 2016; Strebel, Erdem, and Swait, 2004; Verhoef, Neslin, and Vroomen, 2007; Wallace et al., 2004). In other words, satisfaction with one channel can be extended to satisfaction toward another channel of the same retailer. Kim and Park (2005) refer channel extension to customers’ attitude shift from online channels to offline channels operated by the same retailers. Multichannel customers satisfied with offline channels likely become satisfied with online channels because offline satisfaction is established from stable causes, such as products or service quality. Accordingly, offline satisfaction has spillover benefits to online channels (Jin, Park, and Kim, 2010). H11: Offline satisfaction has a positive influence on online satisfaction.
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