Omni-channel banking integration quality and perceived value as drivers of consumers’ satisfaction and loyalty

Omni-channel banking integration quality and perceived value as drivers of consumers’... PurposeThis research aims to enrich the literature related to the emerging topic of omni-channel. The purpose of this paper is to empirically investigate the relationship between omni-channel integration quality (IQ), omni-channel perceived value (PV), customer satisfaction and loyalty in the banking context.Design/methodology/approachA quantitative study was conducted to collect data. A web-based questionnaire was sent by an e-mail to a sample of 395 bank customers. Exploratory factor analysis and structural equation modelling were used for the statistical analysis of the data.FindingsThe results reveal that a high quality of omni-channel banking integration increases the PV of the omni-channel by the customer. There is also a positive relationship between PV and customer satisfaction, as well as customer loyalty, in the omni-channel banking context. A positive relationship between omni-channel IQ and customer satisfaction was also highlighted. Furthermore, customer loyalty can be increased through enhancing customer satisfaction within omni-channel banking.Practical implicationsBank managers should provide a consistent omni-channel integration of their omni-channels, as it leads to a higher level of customers’ perception of value and it increases their satisfaction. A high IQ and PV of omni-channel could also be an efficient tool to promote customers’ long-term relationships, as it enhances satisfaction and loyalty towards the bank.Originality/valueAfter being studied in a multi-channel context, this study extends the use of the concepts of IQ and PV on omni-channel. This research is among the few studies that empirically test nearly all the relationships of the research model in an omni-channel environment, in general, and in omni-channel banking, in particular. Furthermore, this research offers a comprehension of the omni-channel system from customer’s point of view, which is an insufficiently explored topic. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Enterprise Information Management Emerald Publishing

Omni-channel banking integration quality and perceived value as drivers of consumers’ satisfaction and loyalty

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1741-0398
DOI
10.1108/JEIM-12-2018-0279
Publisher site
See Article on Publisher Site

Abstract

PurposeThis research aims to enrich the literature related to the emerging topic of omni-channel. The purpose of this paper is to empirically investigate the relationship between omni-channel integration quality (IQ), omni-channel perceived value (PV), customer satisfaction and loyalty in the banking context.Design/methodology/approachA quantitative study was conducted to collect data. A web-based questionnaire was sent by an e-mail to a sample of 395 bank customers. Exploratory factor analysis and structural equation modelling were used for the statistical analysis of the data.FindingsThe results reveal that a high quality of omni-channel banking integration increases the PV of the omni-channel by the customer. There is also a positive relationship between PV and customer satisfaction, as well as customer loyalty, in the omni-channel banking context. A positive relationship between omni-channel IQ and customer satisfaction was also highlighted. Furthermore, customer loyalty can be increased through enhancing customer satisfaction within omni-channel banking.Practical implicationsBank managers should provide a consistent omni-channel integration of their omni-channels, as it leads to a higher level of customers’ perception of value and it increases their satisfaction. A high IQ and PV of omni-channel could also be an efficient tool to promote customers’ long-term relationships, as it enhances satisfaction and loyalty towards the bank.Originality/valueAfter being studied in a multi-channel context, this study extends the use of the concepts of IQ and PV on omni-channel. This research is among the few studies that empirically test nearly all the relationships of the research model in an omni-channel environment, in general, and in omni-channel banking, in particular. Furthermore, this research offers a comprehension of the omni-channel system from customer’s point of view, which is an insufficiently explored topic.

Journal

Journal of Enterprise Information ManagementEmerald Publishing

Published: Jul 3, 2019

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