The Mechanism of Multichannel Integration Impact on Cross-channel Customer Retention

Abstract

Abstract: Based on Reciprocity Behavior Theory of communication channels, this study explores the mechanism of multi-channel integration impact on cross-channel customer retention, examining the effect of channels customer communication quality and hedonic shopping orientation. Through the data of 272 multi-channel customers, this research finds that: (1) the direct influence of multi-channel integration on the channel communication quality and cross-channel customer retention is evident; (2) channel communication quality plays as a fully mediated variable between the information integration and cross-channel customer retention, and play as a partially mediated variable between business integration and cross-channel customer retention, process integration and cross-channel customer retention respectively; (3) the hedonic shopping orientation moderates the relationship between multi-channel information integration, process integration and channel communication quality respectively and also moderates the relationship between multi-channel process integration and cross-channel customer retention.

Key words: multichannel integration, channel communication quality, hedonic shopping orientation, cross-channel customer retention

Zhou Fei, Ran Maogang, Sha Zhenquan. The Mechanism of Multichannel Integration Impact on Cross-channel Customer Retention[J]. , 2017, 29(3): 176-185.

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