عنوان انگلیسی مقاله:
Reconceptualizing Integration Quality Dynamics for Omnichannel Marketing
ترجمه فارسی عنوان مقاله:
ادغام کیفیت پویا و تجدید پذیر برای بازاریابی Omnichannel
Sciencedirect - Elsevier - Industrial Marketing Management,Corrected proof,doi:10.1016/j.indmarman.2019.12.006
Tasnim M. Taufique Hossaina, Shahriar Akterb, Uraiporn Kattiyapornponga, Yogesh Dwivedic,⁎
Omnichannel marketing, the notion of seamless integration between channels to provide consistent service experience
for customers, has become one of the most crucial aspects of multichannel management for companies in recent years.
Although many companies have embraced omnichannel strategies, there remains a gap of understanding factors influencing
integration quality (INQ) within all these channels. Drawing on omni and multi channel services research, this
paper develops and validates the dimensions and sub-dimensions of omnichannel integration quality. This research
further examines how the perceived INQ impacts cross-buying behavior and customer value in an omnichannel environment.
This research is based on 20 in-depth interviews, two focus group discussions (n=18) and 301 survey data
from multichannel banking customers in Australia. PLS path modeling was used to test hypothesized relations and
validate the hierarchical INQ model and its effects on outcome constructs. The findings of this research confirm that
INQ is a hierarchical construct consisting of four primary dimensions and ten sub-dimensions. Furthermore, this research
provides evidence of cross-buying intentions as a behavioral outcome of INQ, which acts as a partial mediator
between INQ and perceived value.
Keywords: Service quality | Integration quality | Cross-buying intention | Omnichannel marketing | PLS hierarchical model