The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Customer engagement through omnichannel retailing: The effects of channel integration quality
Open accessAbstract
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-a-vis omnichannel retailing and provides retailers with actionable insights into engaging customers across channels.
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Cites
Social Exchange Theory: An Interdisciplinary Review
Cropanzano, R., & Mitchell, M. S. (2005) · Journal of Management · doi:10.1177/0149206305279602 · Cited by 10,068
Modern Methods for Business Research
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Mittal, V., & Kamakura, W. A. (2001) · Journal of Marketing Research · doi:10.1509/jmkr.38.1.131.18832 · Cited by 2,256
Customer engagement: exploring customer relationships beyond purchase.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012) · Journal of Marketing Theory and Practice · doi:10.2753/mtp1069-6679200201 · Cited by 2,089
WebQual: An Instrument for Consumer Evaluation of Web Sites
Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415110302 · Cited by 812
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S, S. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2023.103616 · Cited by 23
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Metadata
- Authors
- Lee, Z. W. Y., Chan, T. K. H., Chong, A. Y.-L., & Thadani, D. R.
- Venue
- Industrial Marketing Management
- Publisher
- Elsevier BV
- Published
- 2019-02
- Volume
- 77
- Pages
- 90-101
- ISSN
- 0019-8501 (ISSN-L)
- OpenAlex
- W2905730507
- Cited by
- 330
- References
- 5
- FWCI
- 43.73
- Type
- journal article
- Language
- en
- Open access
- green
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
