How does Omnichannel Integration Quality Affect Consumers’ Stickiness Intention

Abstract

The popularity of mobile devices and the advancement of modern technology have resulted in more diversified consumer shopping channels, and many retailers have consequently embraced omnichannel retailing. The core concept of omnichannel retailing is to provide consumers with a seamless experience. Using commitment-trust theory as a framework, this study examines the effects of omnichannel integration quality on consumers' stickiness intention. Analysis of data of 194 respondents reveals that consumer trust affects relationship commitment. Consumer trust and relationship commitment have a strong influence on stickiness intention, and breadth, transparency, and process consistency directly affect trust. Contrary to our expectation, omnichannel integration quality does not affect relationship commitment. Our results show that high levels of omnichannel integration quality can increase consumer trust, which helps retailers maintain favorable customer relationships. The findings of this study provide important theoretical and practical implications for omnichannel retailing research.

Increasing Customer Satisfaction through Omnichannel Retailing

“…A new form of retail business is to strengthen the application of omnichannel technologies inside the physical store (Margetis et al, 2019) with a digital and online transaction using interactive kiosks, tablets, and interactive walls to complete their purchase (Azhari, 2015). Grewal et al (2017) also reveal that many retailers integrate new technologies to facilitate customers' decision-making process in which conveniences and personalization increase the purchase intention (Huang et al, 2019) and loyalty. Furthermore, channel integration is important (Gao and Su, 2017) to positively influence customers' positive word-of-mouth (Lee et al, 2018).…”

“…However, retailers are required to upgrade their system to reflect on their business scale and strategy in meeting customers' expectations on different products (Sengupta, 2014). Process consistency positively affects customers' commitment and engagement with a retailer to purchase online or offline (Huang et al, 2019). Consumer interaction with social media is a trend for retailers to grasp the golden opportunity to stay connected and interact instantly with consumers.…”