Channel integration in grocery retailers via mobile applications

Abstract

PurposeThis study aims to explore the impact of channel integration on usage intention through mobile applications (apps) for customers in grocery retailers. Moreover, the study examines the moderating effect of customer commitment in the model.Design/methodology/approachStructural equation modeling was conducted on a sample of 536 consumers in Taiwan.FindingsThis study found that information integration, marketing integration and operational integration are three significant dimensions of channel integration in grocery retailers. Channel integration positively affects satisfaction and trust, which, in turn, increases usage intention. Moreover, customer commitment significantly moderates the relationships in the model.Research limitations/implicationsSample bias may exist because the sample was obtained from an online survey conducted on social media platforms.Practical implicationsThis study suggested that practitioners should confidently implement channel integration through mobile apps in stores. They may develop more valuable services connected with different channels or devices to assist customers in buying in-store. To improve customer trust in the service, practitioners can enhance their confidence in using mobile apps in their stores. Moreover, practitioners segment customers based on high and low levels of customer commitment to provide different strategies to increase usage intention in the retailer.Originality/valueThis study advanced the extant knowledge of channel integration theory and relationship marketing theory in the context of omnichannel retailing.