Cross-Channel Integration and Consumer Loyalty: Mediating Effect of Consumer Empowerment and Satisfaction

Intissar Ayachi and Rym ELAMRI Trabelsi
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Intissar Ayachi: Department of Marketing, ESSEC, Tunis, ERMA, Research Laboratory
Rym ELAMRI Trabelsi: Department of Marketing, ESSEC, Tunis, ERMA, Research Laboratory

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 12, 1330-1344

Abstract: The field of marketing is constantly evolving, and consumers’ interactions with brands have changed considerably over time. Companies must therefore adapt by developing effective strategies to attract and retain customers. By adopting a cross-channel strategy, retailers can maintain a strong relationship with them. Our study is based on the stimulus-organism-response model, which conceptualizes how Cross-Channel Integration influences consumers’ feelings of empowerment and satisfaction, thus stimulating their loyalty behavior. A survey was conducted, and an online questionnaire administered to a sample of 255 consumers. The results suggest that Cross-Channel Integration promotes Consumer Loyalty. Consumers’ relationship with retailers is strengthened because they feel more empowered and satisfied with the product and/or service provided.

Date: 2023
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