Exploring the Role of Channel Integration Quality in Enhancing Relationship Quality and Customer Engagement: A Qualitative Study

Majdouline Attaoui; Hasnaa Gaber

doi:10.18535/ijsrm/v13i07.em19

Abstract

In the past few decades, marketing channels have undergone significant changes and reforms in terms of their concept, purpose, usage, structure, formation, functionality, and interactivity, resulting in a notable deviation from traditional channel design to omnichannel retail. Merely considering omnichannel integration alone is insufficient to address consumer behavior. It’s crucial to analyze the influence of all stakeholders in order to understand how companies adapt their services to satisfy customer expectations in response to market changes like COVID-19. Therefore, this paper examines the link between channel integration quality and relationship quality with their crucial role in enhancing customer engagement. We have proposed a novel integrated conceptual model that has never been evaluated in the literature addressing the influence of channel integration quality on relationship quality. We have adopted a qualitative study to validate our conceptual framework hypotheses, and the findings were very promising.

Keywords

Channel integration qualityTransparencyOmnichannelRetailRelationship QualityCustomer Engagement

References

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P. Athanasopoulou, “Relationship quality: a critical literature review and research agenda,” European journal of marketing, vol. 43, no. 5/6, pp. 583–610, 2009.Google Scholar ↗
L. A. Crosby and N. Stephens, “Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry,” Journal of Marketing Research, vol. 24, pp. 404 – 411, 1987.Google Scholar ↗
L. A. Crosby, K. R. Evans, and D. Cowles, “Relationship quality in services selling: An interpersonal influence perspective,” Journal of Marketing, vol. 54, no. 3, pp. 68–81, 1990. [Online]. Available: https://doi.org/10.1177/002224299005400306DOI ↗Google Scholar ↗
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C. E. Rusbult and B. P. Buunk, “Commitment processes in close relationships: An interdependence analysis,” Journal of social and personal relationships, vol. 10, no. 2, pp. 175–204, 1993.Google Scholar ↗
S. D. Vivek, S. E. Beatty, and R. M. Morgan, “Customer engagement: Exploring customer relationships beyond purchase,” Journal of marketing theory and practice, vol. 20, no. 2, pp. 122–146, 2012.Google Scholar ↗
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J. L. Lastovicka and D. M. Gardner, “Low involvement versus high involvement cognitive structures,” ACR North American Advances, 1978.Google Scholar ↗

[refR-1] E. Brynjolfsson, Y. J. Hu, and M. S. Rahman, “Competing in the age of omnichannel retailing,” MIT sloan management Review, 2013.Google Scholar ↗

[refR-2] S. S. Kalamkar, A. Banerjee et al., “Energy harvesting cognitive radio with channel-aware sensing strategy,” IEEE Communications Letters, vol. 18, no. 7, pp. 1171–1174, 2014.Google Scholar ↗

[refR-3] R. Sousa and C. A. Voss, “Service quality in multichannel services employing virtual channels,” Journal of service research, vol. 8, no. 4,pp. 356–371, 2006.Google Scholar ↗

[refR-4] Z. W. Lee, T. K. Chan, A. Y.-L. Chong, and D. R. Thadani, “Customer engagement through omnichannel retailing: The effects of channel integration quality,” Industrial Marketing Management, vol. 77, pp. 90-101, 2019.Google Scholar ↗

[refR-5] M. A. Shareef, Y. K. Dwivedi, V. Kumar, M. A. Shareef, Y. K. Dwivedi, and V. Kumar, Mobile marketing channel. Springer, 2016. [Online] Available: https://www.techtarget.com/searchcustomerexperience,“Salesforce customer 360 promises will be clearer in 2020.”Google Scholar ↗

[refR-6] R. Sousa and C. A. Voss, “Service quality in multichannel services employing virtual channels,” Journal of Service Research, vol. 8, no. 4, pp. 356–371, 2006. [Online]. Available: https: //doi.org/10.1177/1094670506286324DOI ↗Google Scholar ↗

[refR-7] L. Cao and L. Li, “The impact of cross-channel integration on retailers’ sales growth,” Journal of Retailing, vol. 91, no. 2, pp. 198–216, 2015, multi-Channel Retailing. [Online]. Available: https://www.sciencedirect.com/science/article/pii/S0022435914000931Google Scholar ↗

[refR-8] P. C. Verhoef, P. K. Kannan, and J. J. Inman, “From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing,” Journal of retailing, vol. 91, no. 2, pp. 174–181, 2015.Google Scholar ↗

[refR-9] S. Shi, Y. Wang, X. Chen, and Q. Zhang, “Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach,” International Journal of Information Management, vol. 50, pp. 325–336, 2020.Google Scholar ↗

[refR-10] X.-L. Shen, Y.-J. Li, Y. Sun, and N. Wang, “Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience,” Decision Support Systems, vol. 109, pp. 61–73, 2018.Google Scholar ↗

[refR-11] M. Gao and L. Huang, “Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness,” Journal of Retailing and Consumer Services, vol. 63, p. 102688, 2021. [Online]. Available: https://www.sciencedirect.com/science/article/pii/ S096969892100254XGoogle Scholar ↗

[refR-12] J.-F. Wu and Y. P. Chang, “Multichannel integration quality, online perceived value and online purchase intention: A perspective of landbased retailers,” Internet Research, 2016.Google Scholar ↗

[refR-13] N. Bitner and J. Bitner, “Integrating technology into the classroom: Eight keys to success,” Journal of technology and teacher education, vol. 10, no. 1, pp. 95–100, 2002.Google Scholar ↗

[refR-14] Z. W. Lee, T. K. Chan, A. Y.-L. Chong, and D. R. Thadani,“Customer engagement through omnichannel retailing: The effects of channel integration quality,” Industrial Marketing Management, vol. 77, pp. 90–101, 2019. [Online]. Available: https://www.sciencedirect.com/ science/article/pii/S0019850117306909Google Scholar ↗

[refR-15] V. Kumar, B. Rajan, S. Gupta, and I. D. Pozza, “Customer engagement in service,” Journal of the Academy of Marketing Science, vol. 47, pp.138–160, 2019.Google Scholar ↗

[refR-16] R. J. Brodie, L. D. Hollebeek, B. Juri´c, and A. Ili´c, “Customer engagement:Conceptual domain, fundamental propositions, and implications for research,” Journal of service research, vol. 14, no. 3, pp. 252–271,2011.Google Scholar ↗

[refR-17] C. Bezes, “At the source of integrated interactions across channels,”International Journal of Retail & Distribution Management, vol. 49,no. 7, pp. 899–918, Jan 2021. [Online]. Available: https://doi.org/10.1108/IJRDM-02-2021-0071DOI ↗Google Scholar ↗

[refR-18] S. Quach, M. Barari, D. V. Moudr`y, and K. Quach, “Service integration in omnichannel retailing and its impact on customer experience,” Journal of Retailing and Consumer Services, vol. 65, p. 102267, 2022.Google Scholar ↗

[refR-19] Y.-C. Hsieh, J. Roan, A. Pant, J.-K. Hsieh, W.-Y. Chen, M. Lee, and H.-C. Chiu, “All for one but does one strategy work for all? building consumer loyalty in multi-channel distribution,” Managing Service Quality: An International Journal, 2012.Google Scholar ↗

[refR-20] O. S. Itani, A.-N. Kassar, and S. M. C. Loureiro, “Value get, value give: The relationships among perceived value, relationship quality,customer engagement, and value consciousness,” International Journal of Hospitality Management, vol. 80, pp. 78–90, 2019.Google Scholar ↗

[refR-21] T. M. T. Hossain, S. Akter, U. Kattiyapornpong, and Y. K. Dwivedi,“Multichannel integration quality: A systematic review and agenda for future research,” Journal of Retailing and Consumer Services, vol. 49, pp. 154–163, 2019.Google Scholar ↗

[refR-22] P. Athanasopoulou, “Relationship quality: a critical literature review and research agenda,” European journal of marketing, vol. 43, no. 5/6, pp. 583–610, 2009.Google Scholar ↗

[refR-23] L. A. Crosby and N. Stephens, “Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry,” Journal of Marketing Research, vol. 24, pp. 404 – 411, 1987.Google Scholar ↗

[refR-24] L. A. Crosby, K. R. Evans, and D. Cowles, “Relationship quality in services selling: An interpersonal influence perspective,” Journal of Marketing, vol. 54, no. 3, pp. 68–81, 1990. [Online]. Available: https://doi.org/10.1177/002224299005400306DOI ↗Google Scholar ↗

[refR-25] T. Hennig-Thurau and A. Klee, “The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development,” Psychology & marketing, vol. 14, no. 8, pp.737–764, 1997.Google Scholar ↗

[refR-26] C. E. Rusbult and B. P. Buunk, “Commitment processes in close relationships: An interdependence analysis,” Journal of social and personal relationships, vol. 10, no. 2, pp. 175–204, 1993.Google Scholar ↗

[refR-27] S. D. Vivek, S. E. Beatty, and R. M. Morgan, “Customer engagement: Exploring customer relationships beyond purchase,” Journal of marketing theory and practice, vol. 20, no. 2, pp. 122–146, 2012.Google Scholar ↗

[refR-28] C. Gronroos, “Value-driven relational marketing: From products to resources and competencies,” Journal of Marketing Management, vol. 13, no. 5, pp. 407–419, 1997. [Online]. Available: https://doi.org/10.1080/0267257X.1997.9964482DOI ↗Google Scholar ↗

[refR-29] E. T. Higgins and A. A. Scholer, “Engaging the consumer: The science and art of the value creation process,” Journal of Consumer Psychology, vol. 19, no. 2, pp. 100–114, 2009.Google Scholar ↗

[refR-30] P. Harrigan, U. Evers, M. P. Miles, and T. Daly, “Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent,” Journal of Business Research, vol. 88, pp. 388–396, 2018.Google Scholar ↗

[refR-31] R. Nunkoo, D. Gursoy, and T. D. Juwaheer, “Island residents’ identities and their support for tourism: an integration of two theories,” Journal of Sustainable Tourism, vol. 18, no. 5, pp. 675–693, 2010.Google Scholar ↗

[refR-32] L. Hollebeek, “Exploring customer brand engagement: definition and themes,” Journal of strategic Marketing, vol. 19, no. 7, pp. 555–573, 2011.Google Scholar ↗

[refR-33] J. L. Lastovicka and D. M. Gardner, “Low involvement versus high involvement cognitive structures,” ACR North American Advances, 1978.Google Scholar ↗