Abstract
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 language | English |
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Journal | International Review of Retail, Distribution and Consumer Research |
Volume | 21 |
Issue | 5 |
Pages (from-to) | 501-511 |
Number of pages | 11 |
ISSN | 0959-3969 |
Publication status | Published - 2011 |