Cross-Channel Integration and Customer Experience in Omnichannel Retail Services

Kyunghwa Chung (), Kyung Wha Oh () and Minjeong Kim ()
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Kyunghwa Chung: College of Business and Management, VinUniversity, Vinhomes Ocean Park, Gia Lam District, Hanoi 008404, Vietnam
Kyung Wha Oh: Department of Fashion Design, College of Arts, Chung-Ang University, Daedeok-myeon, Anseong-si, Gyeonggi-do, South Korea
Minjeong Kim: School of Art, Architecture + Design, Indiana University Bloomington, Bloomington, Indiana 47405

Service Science, 2022, vol. 14, issue 4, 307-317

Abstract: Despite the increasing attention being given to cross-channel integration services, an understanding of the impact of cross-channel integration on customer experience is still lacking. This study fills this gap. With a focus on retail brand experience, this study demonstrates that cross-channel integration impacts customer experience and further results in changes in perception and behavioral intention. A conceptual model that illustrates the customers’ psychological mechanism responding to cross-channel integration was developed. To test the model, a scenario-based online experiment was conducted. The results show that perceived channel integration impacts retail brand experience, which in turn impacts perceived service convenience, satisfaction, and patronage intention. Creating a better experience is a key challenge for retailers to ensure customer satisfaction and brand loyalty. Our results show that cross-channel integration services can play a pivotal role in the shaping of retail brand experience in today’s competitive retail environment that continuously evolves, owing to digital technology. The findings of this study add valuable new knowledge to the growing omnichannel retailing literature and provide practical insights to develop omnichannel retail services.

Keywords: omnichannel; channel integration; customer experience; service convenience; retail brand (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:inm:orserv:v:14:y:2022:i:4:p:307-317

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