Department of Management

Sascha Steinmann

Cross-channel integration – is it valued by customers?

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Hanna Schramm-Klein, University of Siegen, Germany
  • Gerhard Wagner, University of Siegen, Germany
  • Sascha Steinmann
  • Dirk Morschen, University of Fribourg, Switzerland
It has been common for retail companies to use multiple channels simultaneously. However, simultaneous use is only the first step in creating a customer-centric multichannel system that demands channel synergies rather than parallel retail formats. Therefore, the perceived integration of customer-related functions and processes between the channels of multichannel systems is analyzed with respect to its significance for customer loyalty and usage of a multichannel system. Drawing on a sample (n) of 981 customers, the results indicate that linkages between retail channels positively affect customer loyalty and verify the importance of establishing a well-integrated – ‘seamless’ as perceived by the customer – multichannel system.
Original languageEnglish
JournalInternational Review of Retail, Distribution and Consumer Research
Volume21
Issue5
Pages (from-to)501-511
Number of pages11
ISSN0959-3969
Publication statusPublished - 2011

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