Research On The Influence Of Retailer Omnichannel Integration Quality On Customer Citizenship Behavior

In the omni-channel environment,the market competition is increasingly fierce,and customers have become one of the important assets for enterprises to achieve long-term success.As enterprise employees,enterprise consultants and enterprise salesmen,the generation of customer citizenship behavior is an important factor for the long-term sustainable development of enterprises.How to stimulate the generation of customer citizenship behavior has also become the focus of retail enterprises and academic circles.For retail enterprises,omni-channel integration is an inevitable trend for their future development.The quality of omni-channel integration reflects the degree of seamless shopping experience of customers,which can affect the generation of different internal perception and external behavior of customers.With the increasing discussion on omnichannel integration,scholars begin to study the topic of consumer behavior in this field.However,the existing literature still lacks the discussion and research on the quality of Omnichannel integration and the relationship between various dimensions and customer citizenship behavior.Therefore,after combing and summarizing domestic and foreign literatures related to omnichannel integration and customer citizenship behavior,this study empirically studies the influence of Omnichannel integration quality on customer citizenship behavior from the perspective of customers,and further explores the differentiated influence of different dimensions of Omnichannel integration quality on customer citizenship behavior.Based on SOR theory and social exchange theory,this thesis introduced relational psychological contract as the mediating variable and extroverted personality trait as the moderating variable to construct the relationship model between omni-channel integration quality and customer citizenship behavior,proposed relevant hypotheses,designed the measurement scale and formed the initial questionnaire.Through the preliminary survey,the initial questionnaire was modified and the final questionnaire was officially issued.In this thesis,descriptive statistical analysis,reliability analysis,correlation analysis and regression analysis of sample data were carried out by SPSS 26.0,and confirmatory factor analysis was carried out by AMOS 24.0.The analysis results showed that: Channel service allocation,content consistency,process consistency and quality assurance have significant positive effects on organization-oriented customer citizenship behavior and customer-oriented customer citizenship behavior.Relational psychological contract plays a partial mediating role between the dimensions of omni-channel integration quality,organization-oriented customer citizenship behavior and customer-oriented customer citizenship behavior,and extroverted personality traits play a substitute role.Based on the above conclusions,this thesis draws the following enlightenments: First,omnichannel retail enterprises should start from the perspective of customers,rationally allocate resources,meet customer demand points,and trigger the generation of customer citizenship behavior;Secondly,omni-channel retail enterprises should implement omnichannel integration strategy to improve the degree of collaboration among different channels.Thirdly,omnichannel retail enterprises should attach importance to the cultivation of emotional relationship with customers,enhance customers’ perceived emotional value to retail enterprises,and establish relational psychological contract with customers.Fourthly,omnichannel retail enterprises should pay attention to customers active in virtual communities,social media and comments in online stores,and actively respond to their comments and feedback.