Abstract
Engaging customers across channels has become one of the biggest challenges for retailers adopting an omnichannel strategy. In this study, we examine how channel integration quality influences customer engagement in the context of omnichannel retailing. Drawing on the conceptual model of customer engagement, we proposed a research model to explain the effects of breadth of channel choice, transparency of channel-service configuration, content consistency, and process consistency on customer engagement, as well as the positive outcomes associated with the engagement. The research model will be tested with a sample of 500 omnichannel customers using a structural equation modeling approach. This study is expected to contribute to the research on, and practice of, the omnichannel customer engagement by validating the antecedents and consequences of such engagement as well as providing practitioners with insights into devising a successful omnichannel retailing strategy.
Original language | English |
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Title of host publication | PACIS 2017 Proceedings |
Publisher | AIS Electronic Library |
Number of pages | 7 |
Publication status | Published - 16 Jul 2017 |
Event | 21st Pacific-Asia Conference on Information Systems: “Societal Transformation Through IS/IT” - Langkawi Island, Malaysia Duration: 16 Jul 2017 → 20 Jul 2017 https://aisel.aisnet.org/pacis2017/ |
Conference
Conference | 21st Pacific-Asia Conference on Information Systems |
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Abbreviated title | PACIS 2017 |
Country/Territory | Malaysia |
Period | 16/07/17 → 20/07/17 |
Internet address |
Keywords
- Customer engagement
- omnichannel retailing
- channel integration quality
- repurchase intention