Cross-Channel Integration and Customer Experience in Omnichannel Retail Services

Despite the increasing attention being given to cross-channel integration services, an understanding of the impact of cross-channel integration on customer experience is still lacking. This study fills this gap. With a focus on retail brand experience, this study demonstrates that cross-channel integration impacts customer experience and further results in changes in perception and behavioral intention. A conceptual model that illustrates the customers’ psychological mechanism responding to cross-channel integration was developed. To test the model, a scenario-based online experiment was conducted. The results show that perceived channel integration impacts retail brand experience, which in turn impacts perceived service convenience, satisfaction, and patronage intention. Creating a better experience is a key challenge for retailers to ensure customer satisfaction and brand loyalty. Our results show that cross-channel integration services can play a pivotal role in the shaping of retail brand experience in today’s competitive retail environment that continuously evolves, owing to digital technology. The findings of this study add valuable new knowledge to the growing omnichannel retailing literature and provide practical insights to develop omnichannel retail services.