Abstract

Amid escalating digitization and intensifying market complexity, omni-channel retailing has emerged as a strategic imperative for retail firms. This study, anchored in contingency theory, investigates the intricate interplay among the omni-channel retailing environment, omni-channel conflict management, and firm performance, with empirical evidence drawn from 342 Chinese cosmetics firms. Utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM), the research delineates how environmental contingencies positively shape conflict management strategies, which exhibit statistically significant impacts on firm performance. The results demonstrate that the omni-channel retailing environment significantly influences omni-channel conflict management, which in turn has a significant effect on firm performance.

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