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Multichannel integration quality: A systematic review and agenda for future research

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  • Hossain, Tasnim M Taufique
  • Akter, Shahriar
  • Kattiyapornpong, Uraiporn
  • Dwivedi, Yogesh K.

Abstract

This paper aims to explore definitions, dimensions, and challenges of multichannel integration quality (MCIQ) in services marketing through a systematic literature review, and qualitative interviews. The findings from the thematic analysis of literature, qualitative data analysis of twenty in-depth interviews and two focus group discussions identified five major dimensions and eleven sub-dimensions of MCIQ. This study extends the emerging integration quality research by evidencing new dimensions and sub-dimensions in the context of multichannel services marketing. By incorporating these insights and addressing the challenges identified in this paper, managers will be able to engage the customers by creating a successful multichannel blueprint.

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  • Hossain, Tasnim M Taufique & Akter, Shahriar & Kattiyapornpong, Uraiporn & Dwivedi, Yogesh K., 2019. "Multichannel integration quality: A systematic review and agenda for future research," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 154-163.
    • Handle: RePEc:eee:joreco:v:49:y:2019:i:c:p:154-163
    DOI: 10.1016/j.jretconser.2019.03.019
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