Research On The Influence Of Retailers' Multi-channel Integration Quality On Customer Loyalty

Under the dual factors of the rapid development of network technology and the transformation of consumer consumption behavior,the supply-side structural reform is continuously promoted,and industry integration with digitalization as its core driving force is mainly reflected in two aspects: On the one hand,the major traditional retail companies actively touch the Internet in order to innovate and transform;on the other hand,the attractiveness of offline real-life user experience have prompted major e-commerce retail companies to actively explore offline channels.The integrated development of online and offline retail channels has gradually become the mainstream strategy of retail enterprises.However,most companies do not have a clear idea of how to effectively integrate multiple channels.Simply stacking multiple retail channels may not improve the business efficiency of the enterprise,and may even have a negative impact on reducing the sales of existing channels.How to use channel integration to realize the coordination and complementary effect between channels to attract and retain consumers has become a great challenge for multi-channel retailers.Therefore,it is necessary to deeply study the impact of retailers' multi-channel integration quality on customer loyalty.Based on S-O-R theory,this paper takes two dimensions of perceived value(utilitarian value and hedonistic value)as mediating variables,discusses the influence mechanism of four dimensions of multi-channel integration quality(transparency of channel service configuration,breadth of channel choice,content consistency,and process consistency)on customer loyalty.At the same time,combining with the PPM theory,the conversion cost is taken as the anchoring factor to explore its regulating effect between perceived value and customer loyalty.This article takes multi-channel shoppers as the survey object,collects data through a questionnaire survey,and uses multiple linear regression methods to perform hypothesis testing on 418 valid data.The results showed that:(1)transparency of channel service configuration,breadth of channel choice and process consistency positively affect customer loyalty through the two dimensions of customer perceived value,while content consistency has no significant impact on customer perceived value.(2)compared with utilitarian value,hedonistic value has a relatively high impact on customer loyalty.(3)utilitarian and hedonistic values have a complete mediating effect between breadth of channel choice,process consistency and customer loyalty,and a partial mediating effect between transparency of channel service configuration and customer loyalty.(4)conversion cost has a moderating effect between utilitarian value and customer loyalty,while it has no moderating effect between hedonistic value and customer loyalty.The research conclusions provide important theoretical support and realistic reference value for retailers through the adjustment and innovation of multi-channel integration strategies,improving customers' evaluation of integrated service quality,and using multi-channel advantages to increase customer perceived value,and then to obtain higher customer loyalty.