The role of channel integration quality in shaping consumer behavior in omnichannel and multi-channel retail

Abstract

Purpose

This study examines how channel integration quality influences consumer behavior—specifically satisfaction, purchase intentions, and brand loyalty—in omnichannel and multi-channel retail environments. It aims to highlight cross-country differences by comparing the Turkish and Kazakhstani markets.

Design/methodology/approach

Grounded in the Stimulus-Organism-Response (SOR) framework, the study uses survey data collected from 402 consumers in Turkey and Kazakhstan. Channel integration quality is operationalized through service channel configuration and interaction consistency. Structural equation modeling is used to assess the proposed relationships.

Findings

Results reveal significant differences across countries. In Kazakhstan, channel integration quality strongly influences customer satisfaction and brand loyalty, supporting the value of seamless omnichannel experiences. In contrast, Turkish consumers show no significant association between channel integration quality and satisfaction, suggesting that mobile applications operate more as standalone channels rather than as part of an integrated system.

Originality/value

This study provides cross-market insights into the effects of channel integration quality, contributing to omnichannel retailing literature by uncovering how cultural and technological contexts shape consumer responses in different countries. It highlights the importance of localized omnichannel strategies to drive customer satisfaction and brand loyalty.