Cross-channel integration – is it valued by customers?

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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.

Keywords: channels of distribution; consumer behavior; customer loyalty; multichannel retailing

Document Type: Research Article


Affiliations: 1: Department of Business Economics,University of Siegen, Siegen57068, Germany 2: Department of Business Administration,University of Fribourg, Fribourg1700, Switzerland

Publication date: December 1, 2011

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