Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness |
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| Affiliation: | 1. School of Management, University of Science and Technology of China, Jinzhai Road 96, Hefei, Anhui, China;2. School of Information Systems and Technology Management, UNSW Business School, University of New South Wales, Australia;3. Management Information Systems, Beedie School of Business, Simon Fraser University, Canada;4. College of Business, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong |
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| Abstract: | The aim of this study was to understand how omnichannel integration quality affects customer loyalty through customer engagement and relationship program receptiveness and to verify the relationship between customer engagement and relationship program receptiveness in omnichannel retailing. Data was collected through a questionnaire with 378 available respondents. PLS-SEM was exerted to examine the model. The results disclosed the positive influence of omnichannel integration quality on customer engagement and relationship program receptiveness, which consequently impacted customer loyalty. Also, the positive influence of customer engagement on relationship program receptiveness was proved. Further, the role as mediators of customer engagement and relationship program receptiveness was explored. This study contributed to the omnichannel literature by confirming that psychological and behavioral customer engagement plays a vital role in omnichannel retailing. This study also helped omnichannel retailers understand that providing a seamless, consistent and reassuring environment can facilitate customer engagement and thereby gain customer loyalty. |
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| Keywords: | Omnichannel integration quality Customer engagement Relationship program receptiveness Customer loyalty |
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