A Study of the Influence of Cross-Channel Integration in Customer Retention

Abstract

The focus of this study is how cross-channel integration increases trust and customer retention. By proposing the concepts of channel integration quality as different ways to perceive cross-channel integration, this study develops a model that explores the sub-factors of channel integration quality and the role of trust for consumer retention in omnichannel service. For this, this study surveys 352 consumers using omnichannel service in Korea and analyzes the data using AMOS 24. In the results, first, content consistency and process consistency as the sub-factors of channel integration quality increase trust. Second, trust increases customer retention. Finally, content consistency and process consistency increase consumer retention through trust. The findings contribute to research on customer retention by paying scholarly attention to cross-channel integration characterized by channel integration quality.