Title: Role of channel integration on the service quality, satisfaction, and repurchase intention in a multi-channel (online-cum-mobile) retail environment

Authors: Shuqing Yang; Yaobin Lu; Patrick Y.K. Chau; Sumeet Gupta

Addresses: Department of E-commerce, School of Information Management and Engineering, Zhejiang University of Finance and Economics, No. 18, XueYuan Street, XiaSha, Hangzhou City 310018, PR China ' Department of Management Science and Information Management, School of Management, Huazhong University of Science and Technology, Wuhan 430074, PR China ' School of Business, The University of Hong Kong, Hong Kong, PR China ' Department of Operations and Systems, Indian Institute of Management, GEC Campus, Sejbahar Raipur, 492015, India

Abstract: Retaining consumers is critical for multi-channel retailers. This study identifies the factors that influence consumer repurchase intention in an online-cum-mobile retail context by focusing on the impacts of channel integration on consumer self-regulatory processes. The research model was empirically tested on the data collected from 317 consumers of a famous e-retailer in China. The results indicate that channel integration has strong and positive effects on service quality perceptions in both online and mobile environments, which further influence transaction-specific satisfaction and cumulative satisfaction. In addition, transaction-specific satisfaction has a positive influence on cumulative satisfaction, and both of them in turn positively affect repurchase intention. Theoretical and practical implications of these findings are discussed.

Keywords: channel integration; multi-channel retailing; repurchase intention; customer satisfaction; service quality; China; quality perceptions.

DOI: 10.1504/IJMC.2017.080574

International Journal of Mobile Communications, 2017 Vol.15 No.1, pp.1 - 25

Received: 14 Apr 2015
Accepted: 20 Mar 2016

Published online: 30 Nov 2016 *

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