Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/59909

Cross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness

File Size Format  
0469.pdf 514 kB Adobe PDF View/Open

Item Summary

Title:Cross-Channel Integration and Customer Retention in Omnichannel Retailing: The Role of Retailer Image and Alternative Attractiveness
Authors:Li, Ruizhi
Li, Yang
Liu, Hefu
Huang, Qian
Keywords:Electronic Marketing
Internet and the Digital Economy
alternative attractiveness, cross-channel integration, customer retention, retailer image
Date Issued:08 Jan 2019
Abstract:Cross-channel integration (CCI) is increasingly considered as an important driver of customer retention in omnichannel retailing. However, the existing findings about the relationship between CCI and customer retention are contradictory, wherein both positive and non-significant findings exist. This study aims to explore the contingency role of retailer image and alternative attractiveness for the above relationship. Specifically, both two-way and three-way interaction effects of retailer image and alternative attractiveness were tested. Our survey finding confirmed the positive relationship between CCI and customer retention. We also found that the positive relationship was negatively moderated by retailer image, while positively moderated by alternative attractiveness. This study further uncovered that alternative attractiveness can weaken the negative moderating effect of retailer image. Implications and limitations of the study are discussed.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/59909
ISBN:978-0-9981331-2-6
DOI:10.24251/HICSS.2019.569
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Electronic Marketing


Please email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.

This item is licensed under a Creative Commons License Creative Commons