The impact of channel integration on channel reciprocity in the multi-channel retailing context

Kan Jiang · Xiaoning Bao

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Supply Chain and Inventory Management

Abstract

This study explores how to create a reciprocal relationship between online and offline channel by improving channel integration. Data for this study were collected from 552 Chinese customers who completed a questionnaire. Participants were asked to have purchased products or services with the use of at least two channels operated by a same retailer. The partial least square (PLS) structural equation modeling was conducted to test hypotheses. The results illustrate that channel integration has a direct influence on channel reciprocity and it also influences channel reciprocity indirectly through online or offline trust. Three constructs of channel integration are identified: integrated information, integrated channel access and integrated customer service. Trust transference, bidirectional channel referrals and image transference are found to construct channel reciprocity. Implications for multi-channel retailers are discussed based on these findings.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2009Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration1 2004Customer retailer loyalty in the context of multiple channel strategies 2010Crafting Integrated Multichannel Retailing Strategies 2012The effects of retail channel integration through the use of information technologies on firm performance 2010Crafting Integrated Multichannel Retailing Strategies 2010The challenge for multichannel services: Cross-channel free-riding behavior 2009The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi‐channel context

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