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Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness

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  • Gao, Mengjia
  • Huang, Lin

Abstract

The aim of this study was to understand how omnichannel integration quality affects customer loyalty through customer engagement and relationship program receptiveness and to verify the relationship between customer engagement and relationship program receptiveness in omnichannel retailing. Data was collected through a questionnaire with 378 available respondents. PLS-SEM was exerted to examine the model. The results disclosed the positive influence of omnichannel integration quality on customer engagement and relationship program receptiveness, which consequently impacted customer loyalty. Also, the positive influence of customer engagement on relationship program receptiveness was proved. Further, the role as mediators of customer engagement and relationship program receptiveness was explored. This study contributed to the omnichannel literature by confirming that psychological and behavioral customer engagement plays a vital role in omnichannel retailing. This study also helped omnichannel retailers understand that providing a seamless, consistent and reassuring environment can facilitate customer engagement and thereby gain customer loyalty.

Suggested Citation

  • Gao, Mengjia & Huang, Lin, 2021. "Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s096969892100254x
    DOI: 10.1016/j.jretconser.2021.102688
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    References listed on IDEAS

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    3. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Núnez-Barriopedro, Estela & García-Henche, Blanca, 2023. "Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context," Journal of Business Research, Elsevier, vol. 156(C).
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    6. Victor Ye. Kovalev & Kseniya V. Novikova & Ekaterina A. Antineskul, 2022. "Efficiency of customer loyalty programmes in the food retail industry," Journal of New Economy, Ural State University of Economics, vol. 23(4), pages 121-136, January.
    7. Meyer-Waarden, Lars & Bruwer, Johan & Galan, Jean-Philippe, 2023. "Loyalty programs, loyalty engagement and customer engagement with the company brand: Consumer-centric behavioral psychology insights from three industries," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    8. Taewon Suh & Sang Bong Lee, 2023. "Configuring managerial factors to enhance omnichannel experience and customer engagement behaviors for a solid loyalty loop," Electronic Commerce Research, Springer, vol. 23(3), pages 1591-1619, September.
    9. Chen, Xin & Guo, Shuojia & Xiong, Jie & Ye, Zhuxin, 2023. "Customer engagement, dependence and loyalty: An empirical study of Chinese customers in multitouch service encounters," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    10. Prassida, Grandys Frieska & Hsu, Ping-Yu, 2022. "The harmonious role of channel integration and logistics service in Omnichannel retailing: The case of IKEA," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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