The Impact Of Multi-channel Integration On Firm Performance

With the intensification of competition in the business environment,more and more enterprises have started the mode of multi-channel integration.Multi-channel integration is increasingly becoming the key for enterprises to obtain competitive advantages and improve customer satisfaction and enterprise performance.However,there are many factors that affect enterprise performance.How to connect multi-channel integration with enterprise performance,how to influence enterprise performance,and how to explore its deep-rooted reasons have become the focus and difficulty of academic and business circles.However,there is no empirical study on multi-channel consistency,collaboration,sharing,complementarity and firm performance and its core mechanism.In view of this,this study based on the integrated marketing theory and dynamic capability theory,based on the existing research of multi-channel integration,multi-channel sales mode of enterprise as the research object,from the "multi-channel integration effects on enterprise performance" the core objective,the multi-channel integration,organizational flexibility,logistics capability,to explore the relationship between enterprise performance,A theoretical model of the impact of multi-channel integration on enterprise performance is constructed.In this model,multi-channel integration is taken as the independent variable,enterprise performance as the dependent variable,organizational flexibility as the intermediary variable,and logistics capability as the moderating variable.The dimensions of each variable,measurement items and the relationship between each variable are determined,and corresponding research hypotheses are proposed.Then,SPSS25.0 and AMOS23.0 statistical software are used to process and analyze the valid sample data of 152 enterprises,and the conceptual model and related research hypotheses proposed in this study are tested from an empirical perspective.The following conclusions are drawn:(1)Multi-channel consistency,collaboration,sharing and complementarity have positive effects on organizational flexibility;(2)Organizational flexibility has a positive impact on firm performance;(3)Organizational flexibility plays a mediating role in the process of multi-channel consistency,collaboration,sharing and complementation affecting firm performance;(4)Logistics capability has a negative moderating effect on the relationship between organizational flexibility and firm performance;(5)Logistics capability has a positive impact on enterprise performance.