Multichannel integration quality: A systematic review and agenda for future research

Authors

Tasnim M Taufique Hossain, University of WollongongFollow
Shahriar Akter, University of WollongongFollow
Uraiporn Kattiyapornpong, University of WollongongFollow
Yogesh K. Dwivedi, Swansea University

RIS ID

134662

Publication Details

Hossain, T. M. T., Akter, S., Kattiyapornpong, U. & Dwivedi, Y. K. (2019). Multichannel integration quality: A systematic review and agenda for future research. Journal of Retailing and Consumer Services, 49 154-163.

Abstract

This paper aims to explore definitions, dimensions, and challenges of multichannel integration quality (MCIQ) in services marketing through a systematic literature review, and qualitative interviews. The findings from the thematic analysis of literature, qualitative data analysis of twenty in-depth interviews and two focus group discussions identified five major dimensions and eleven sub-dimensions of MCIQ. This study extends the emerging integration quality research by evidencing new dimensions and sub-dimensions in the context of multichannel services marketing. By incorporating these insights and addressing the challenges identified in this paper, managers will be able to engage the customers by creating a successful multichannel blueprint.