Multichannel integration quality: A systematic review and agenda for future research

Abstract

This paper aims to explore definitions, dimensions, and challenges of multichannel integration quality (MCIQ) in services marketing through a systematic literature review, and qualitative interviews. The findings from the thematic analysis of literature, qualitative data analysis of twenty in-depth interviews and two focus group discussions identified five major dimensions and eleven sub-dimensions of MCIQ. This study extends the emerging integration quality research by evidencing new dimensions and sub-dimensions in the context of multichannel services marketing. Incorporating these insights and addressing the challenges identified in this paper, managers will be able to engage the customers by creating a successful multichannel blueprint.

Change in technology-enabled omnichannel customer experiences in-store

“…Click and collect continues to be important to consumers as a way to merge the online and offline shopping experience, whilst responding to the need for convenience in-store: "It's all about consumers' convenience" (R21) (see, e.g., Hossain et al, 2019). An iteration of the click-and-collect experience was one innovative proposal, conceived as a conveyor belt, with consumer collection activated on entering the store via facial-recognition technologies.…”

“…The satisfaction of consumers' increasing expectations of seamless, consistent, and personalized shopping experience requires the integration of retail organizations' channels and touchpoints (Grewal et al, 2017;Hossain et al, 2019). Customer experience is optimized through their synergistic management, in which technologies are critical (Beck and Rygl, 2015;Kaushik and Rahman, 2015;Larke et al, 2018;Lee, 2015;Mosquera et al, 2018).…”

Towards a Taxonomy for Buy Online Pick up in Store Service

“…Previous research has regarded channel integration and the resulting fluency of experience as the essential enablers of omnichannel business success (Saghiri, 2017;Verhoef et al, 2015;Cao & Li, 2015). In their study Lee et al (2019), Shen (2018) and Hossain et al (2019) state that channel integration quality has a critical role in creating a positive customer experience in the context of omnichannel retailing. Therefore, the integration quality of parallel channels should be regarded as the core element that distinguishes omnichannel from multichannel services.…”

“…The systematic literature review resulted in the concept matrix of channel integration quality dimensions in their work identified new dimensions of channel integration quality by conducting a qualitative study through organizing twenty in-depth interviews and two focus group discussions. Hossain et al (2019) identified the sub-dimensions of privacy and security and service recovery accessibility which were parts of the assurance quality dimension. These dimensions in the current study due to their infancy and insufficient literature coverage.…”

The Impacts of Digital Marketing on Online Shopping Behavior Through Online Shopping Application in Thai Nguyen City

“…Remarkably, Shukla and Nigam [11] claimed that mobile channels became the norm and are now embedded within consumers' daily lives via the utilization of mobile tools, shopping apps, based on location services and E-wallets all impacting the buyer experience. Thus, Hossain et al [12], [13] concluded that the growth of shopping channels has also influenced consumer behavior and creating a more diffused consumer shopping experience.…”