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Customer engagement through omnichannel retailing: The effects of channel integration quality

Lee, Z.W.Y.; Chan, T.K.H.; Chong, A.Y.; Thadani, D.R.

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Authors

Z.W.Y. Lee

T.K.H. Chan

A.Y. Chong

D.R. Thadani



Abstract

While many retailers have turned to omnichannel retailing to remain competitive, engaging customers across channels has become one of the biggest challenges they face. Drawing on social exchange theory, we proposed and tested a research model of customer engagement in the context of omnichannel retailing. Structural equation modeling was employed to test the research model with customers of two emerging omnichannel retailers, Apple (n = 269) and Kroger (n = 221). The results showed that channel integration quality dimensions (including breadth of channel-service choice, transparency of channel-service configuration, content consistency, and process consistency) positively influenced customer engagement which in turn led to positive word-of-mouth and repurchase intention. The research model was examined using both high-involvement products (e.g., Apple) and low-involvement products (e.g., Kroger) despite the varying effects of channel integration quality on customer engagement. This study adds to the growing body of knowledge on customer engagement vis-à-vis omnichannel retailing and provides retailers with actionable insights into engaging customers across channels.

Citation

Lee, Z., Chan, T., Chong, A., & Thadani, D. (2019). Customer engagement through omnichannel retailing: The effects of channel integration quality. Industrial Marketing Management, 77, 90-101. https://doi.org/10.1016/j.indmarman.2018.12.004

Journal Article Type Article
Acceptance Date Dec 4, 2018
Online Publication Date Dec 20, 2018
Publication Date Feb 28, 2019
Deposit Date Dec 13, 2018
Publicly Available Date Dec 20, 2020
Journal Industrial Marketing Management
Print ISSN 0019-8501
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 77
Pages 90-101
DOI https://doi.org/10.1016/j.indmarman.2018.12.004
Public URL https://durham-repository.worktribe.com/output/1311600

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