Multichannel integration quality: A systematic review and agenda for future research

Tasnim M Taufique Hossain, Shahriar Akter, Uraiporn Kattiyapornpong and Yogesh K. Dwivedi

Journal of Retailing and Consumer Services, 2019, vol. 49, issue C, 154-163

Abstract: This paper aims to explore definitions, dimensions, and challenges of multichannel integration quality (MCIQ) in services marketing through a systematic literature review, and qualitative interviews. The findings from the thematic analysis of literature, qualitative data analysis of twenty in-depth interviews and two focus group discussions identified five major dimensions and eleven sub-dimensions of MCIQ. This study extends the emerging integration quality research by evidencing new dimensions and sub-dimensions in the context of multichannel services marketing. By incorporating these insights and addressing the challenges identified in this paper, managers will be able to engage the customers by creating a successful multichannel blueprint.

Keywords: Multichannel integration quality; Cross-channel retailing; Service quality; Multichannel system; Thematic analysis (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (26)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:49:y:2019:i:c:p:154-163

DOI: 10.1016/j.jretconser.2019.03.019

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