article 10: customer engagement through omnichannel retailing - effects of channel integration quality

Question 1

omnichannel retailing

Answer 1

= refers to retailing that involves a synergetic integration of channels for the purpose of creating a unified brand experience for customers, regardless of the channel or stage they are in during the purchasing process

Question 2

customer engagement

Answer 2

= refers to the level of a customer’s or prospective customer’s interactions and connections with a brand’s or firm’s offerings and/or activities. Three dimensions;
1. Conscious attention
2. enthused participation
3. social connection

Question 3

channel integration quality

Answer 3

= refers to a firm’s ability to provide customers with a seamless purchasing experience across channels.
- Two dimensions:
1. channel-service configuration: breadth of channel-service choice & transparency of channel-service configuration
2. integrated interactions: content consistency & process consistency

Question 4

research model

Answer 4

channel integration quality (H1 and H2) –> customer engagement –> repurchase intention (H3) and positive word-of-mouth (H4)

Question 5

customer engagement on H3 and H4

Answer 5

• Customer engagement= an ongoing firm-customer exchange that fosters positive transactional and non-transactional outcomes.
  1. Repurchase intentions= the extent to which a customer will continue to purchase products from a firm (=transactional outcome).
  2. Word-of-mouth= the extent to which a customer will communicate with other parties concerning the positive evaluations of products from a firm (=non-transactional outcomes).