Effects of channel integration on the omnichannel customer experience

Figures & data

Figure 1. Research model.

Table 1. Measurement items.

Integrated Dimensions and Items
Integrated Promotion
1	I can find a consistent brand name, slogan, and logo in the retailer’s offline store and online store.
2	I can find the promotions that are taking place in the offline store on the retailer’s online store.
3	I can find the address and contact information of the offline store on the retailer’s online store.
4	I can find advertisements for the retailer’s online store in the pamphlets, receipts, and bags from its offline store.
Integrated Product and Price
1	I can find consistent product descriptions in the retailer’s offline store and online store.
2	I can find consistent product prices in the retailer’s offline store and online store.
3	I can find consistent product category classifications in the retailer’s offline store and online store.
Integrated Transaction Information
1	The retailer keeps an integrated purchase history of my online and offline purchases.
2	The retailer makes future purchase recommendations to me based on my past consolidated online and offline purchases.
3	The retailer’s online store customises web pages for me based on my past consolidated online and offline purchases.
Integrated Information Access
1	I can search for products in the retailer’s offline store through its online store.
2	I can check the retailer’s inventory status at the offline store through its online store.
3	I can access the information and functionalities of the retailer’s online store through internet kiosks in its offline store.
Integrated Order Fulfilment
1	The retailer’s coupons or vouchers can be redeemed in its offline store or online store.
2	The retailer’s offline store allows me to self-pickup my online purchase.
3	The retailer allows me to choose the pickup location that is nearest to me when I want to pick up an online purchase.
Integrated Customer Service
1	The customer service centre at the retailer’s offline store accepts returns, repairs, or exchanges of products that I purchased from its online store.
2	The retailer’s online store provides after-sale services such as e-mail support for the products I purchased at its offline store.
3	The retailer’s online store provides interactive access to the offline store’s customer service assistant through real-time chat functionality.
Omnichannel Consumer Experience Dimensions and Items
Affective
1	Contact with the experience partner elicited positive emotions.
2	I had positive feelings during my contact with the experience partner.
3	Contact with the experience partner put me in a good mood.
Cognitive
1	Contact with the experience partner piqued my curiosity.
2	I learned something beneficial during my contact with the experience partner.
3	I received positive insights during my contact with the experience partner.
Physical
1	My physical responses during my contact with the experience partner were pleasant.
2	During my contact with the experience partner, I actively moved in a way I liked.
3	During my contact with the experience partner, I was active in a way I liked.
Relational
1	I established a personal relationship with the experience partner.
2	I felt a positive connection with the experience partner.
3	My contact with the experience partner made me feel like I belonged to a community.
Sensorial
1	Contact with the experience partner had a positive sensory appeal.
2	Contact with the experience partner had a positive impact on my senses.
3	Contact with the experience partner positively engaged my senses in a variety of ways.

Table 2. Sample characteristics.

Sociodemographic	Characteristic	Frequency	Percentage (%)
Gender	Male	281	54.45
	Female	235	45.55
	Total	516	100
Age	18 to 30 years	219	42.44
	31 to 40 years	145	28.10
	41 to 50 years	94	18,22
	More than 51 years	58	11.24
	Total	516	100
Place of residence	Lima and Callao	316	61.25
	Provinces	200	38.75
	Total	516	100
Marital status	Single	259	50.19
	Married	240	46.51
	Widowed	2	0,39
	Divorced	15	2,91
	Total	516	100
Education level	Elementary level	1	0.20
	Secondary level	64	12.40
	Vocational level	122	23.64
	University level	329	63.76
	Total	516	100

Table 3. Assessment of measurement model through reliability and validity.

Construct	Item	Outer loadings	Cronbach’s alpha	Composite reliability (rho c)	Average variance extracted (AVE)
Integrated promotion	P1_1	0.829	0.781	0.872	0.695
	P1_2	0.800
	P1_3	0.871
	P1_4	Dropped
Integrated product and pricing	P1_5	0.867	0.823	0.894	0.738
	P1_6	0.844
	P1_7	0.867
Integrated transaction information	P1_8	0.801	0.706	0.834	0.627
	P1_9	0.744
	P1_10	0.827
Integrated information access	P1_11	0.862	0.814	0.889	0.729
	P1_12	0.806
	P1_13	0.891
Integrated order fulfilment	P1_14	Dropped
	P1_15	0.878	0.720	0.877	0.781
	P1_16	0.889
Integrated customer service	P1_17	0.806	0.807	0.886	0.721
	P1_18	0.859
	P1_19	0.881
Affective customer experience	P2_1	0.911	0.790	0.905	0.827
	P2_2	0.907
	P2_3	Dropped
Cognitive customer experience	P2_4	Dropped
	P2_5	0.857	0.724	0.877	0.782
	P2_6	0.910
Physical customer experience	P2_7	0.871	0.818	0.890	0.731
	P2_8	0.887
	P2_9	0.804
Relational customer experience	P2_10	0.829	0.793	0.879	0.709
	P2_11	0.899
	P2_12	0.794
Sensorial customer experience	P2_13	0.845	0.826	0.896	0.742
	P2_14	0.886
	P2_15	0.854

Table 4. Fornell-Larcker criterion.

Construct	Integrated promotion	Integrated product and pricing	Integrated transaction information	Integrated information access	Integrated order fulfilment	Integrated customer service	Affective customer experience	Cognitive customer experience	Physical customer experience	Relational customer experience	Sensorial customer experience
Integrated promotion	0.834
Integrated product and pricing	0.176	0.859
Integrated transaction information	0.194	0.399	0.792
Integrated information access	0.100	0.211	0.186	0.854
Integrated order fulfilment	0.076	0.355	0.375	0.162	0.884
Integrated customer service	0.112	0.127	0.143	0.056	0.132	0.849
Affective customer experience	0.080	0.578	0.324	0.087	0.307	0.157	0.909
Cognitive customer experience	0.052	0.594	0.404	0.170	0.369	0.105	0.639	0.884
Physical customer experience	0.050	0.038	0.044	0.154	0.048	0.290	0.130	0.115	0.855
Relational customer experience	0.602	0.131	0.204	0.105	0.078	0.206	0.233	0.198	0.310	0.842
Sensorial customer experience	0.343	0.081	0.051	0.182	0.105	0.024	0.154	0.131	0.130	0.308	0.862

Figure 2. Measurement model analysis.

Table 5. Predictive capability of the model.

Construct	Q²predict
Affective customer experience	0.336
Cognitive customer experience	0.389
Physical customer experience	0.076
Relational customer experience	0.367
Sensorial customer experience	0.121

Table 6. Path coefficients and bootstrapping results.

Relationship of hypotheses	ß	ST	T statistics	P values	Relationship
Hypotheses 1:
H1a: Promotion -> Affective	−0.038	0.041	0.929	0.353	Not significant
H1b: Promotion -> Cognitive	−0.08	0.037	2.189	0.029	Significant
H1c: Promotion -> Physical	0.011	0.046	0.243	0.808	Not significant
H1d: Promotion -> Relational	0.573	0.036	15.723	0.000	Significant
H1 e: Promotion -> Sensorial	0.339	0.05	6.836	0.000	Significant
Hypotheses 2:
H2a: Product and price -> Affective	0.519	0.058	8.981	0.000	Significant
H2b: Product and price -> Cognitive	0.487	0.042	11.462	0.000	Significant
H2c: Product and price -> Physical	−0.025	0.048	0.531	0.595	Not significant
H2d: Product and price -> Relational	−0.021	0.045	0.473	0.636	Not significant
H2e: Product and price -> Sensorial	−0.012	0.053	0.224	0.823	Not significant
Hypotheses 3:
H3a: Transaction -> Affective	0.09	0.046	1.967	0.049	Significant
H3b: Transaction -> Cognitive	0.169	0.045	3.747	0.000	Significant
H3c: Transaction -> Physical	−0.017	0.052	0.322	0.747	Not significant
H3d: Transaction -> Relational	0.080	0.042	1.905	0.057	Not significant
H3e: Transaction -> Sensorial	−0.068	0.054	1.241	0.215	Not significant
Hypotheses 4:
H4a: Information access -> Affective	−0.054	0.038	1.424	0.154	Not significant
H4b: Information access -> Cognitive	0.021	0.035	0.607	0.544	Not significant
H4c: Information access -> Physical	0.145	0.048	3.052	0.002	Significant
H4d: Information access -> Relational	0.032	0.034	0.925	0.355	Not significant
H4e: Information access -> Sensorial	0.150	0.045	3.342	0.001	Significant
Hypotheses 5:
H5a: Order fulfilment -> Affective	0.092	0.047	1.967	0.049	Significant
H5b: Order fulfilment -> Cognitive	0.134	0.044	3.065	0.002	Significant
H5c: Order fulfilment -> Physical	0.001	0.046	0.030	0.976	Not significant
H5d: Order fulfilment -> Relational	−0.010	0.048	0.220	0.826	Not significant
H5e: Order fulfilment -> Sensorial	0.087	0.049	1.790	0.074	Not significant
Hypotheses 6:
H6a: Customer service -> Affective	0.073	0.034	2.171	0.030	Significant
H6b: Customer service -> Cognitive	0.009	0.03	0.303	0.762	Not significant
H6c: Customer service -> Physical	0.286	0.051	5.586	0.000	Significant
H6d: Customer service -> Relational	0.132	0.033	3.975	0.000	Significant
H6e: Customer service -> Sensorial	−0.022	0.04	0.548	0.584	Not significant

Data availability statement

Formally declare our willingness to share the database associated with the research paper titled Effects of Channel Integration on the Omnichannel Customer Experience that we authored. Recogning the importance of collaboration and transparency in scientific endeavours, we are committed to providing access to the dataset upon request at [email protected].