The Effects of Omnichannel Integration Quality Dimensions on Consumers' Purchase Intention

Abstract

Advances in information and communication technologies have led to the growing and adoption of alternative channels to carry out transactions between retailers and consumers. This has encouraged the transition to a omnichannel strategy focused on the synergy and integration of existing channels, so retailers can improve the seamless customer experience, reduce data incompatibility and overcome the hassle of independently managing multiple channels. The main feature of the installation and performance of the omnichannel system is to ensure the quality of channel integration. In this context, the study aimed to determine the omnichannel integration quality that is essential for consumer service quality assessment and to investigate the impact of these dimensions on consumers purchase intention. The study was conducted through an online survey method, with the participation of 459 consumers. According to results obtained from SPSS and Smart PLS software, it is found that the omnichannel integration quality consist of channel service configuration, content consistency, process consistency, assurance and channel reciprocity quality dimensions. According to structural equity modeling anaysis results performed with Smart PLS program, quality of assurance, channel service configuration and process consistency dimensions have significant effects while channel reciprocity and content consistency quality dimensions have no significant effects on consumer purchase intention.