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.

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
• Electronic ISSN: 1873-2062
• 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