全渠道互惠性和整合质量对顾客忠诚度的影响研究

The Influence of Omni-channel Reciprocity and Integration Quality on Customer Loyalty

以品牌渠道形象和渠道整合质量为出发点,通过分析线上、线下渠道形象以及二者的交互作用对顾客忠诚度的影响,挖掘各渠道形象之间的互惠性,为品牌全渠道销售提供更全面的解释框架。运用结构方程模型进行实证检验,研究结果表明,线上和线下渠道形象间的交互作用对顾客忠诚度存在正向影响,渠道整合质量的一致性、无缝性在线上渠道形象和线下渠道形象对顾客忠诚度的影响之间起到正向调节作用。

Taking brand channel image and channel integration quality as the starting point,through analyzing the influence of online and offline channel images and their interaction on customer loyalty,excavating the reciprocity between the images of various channels,provides a more comprehensive interpretation framework for brand omni-channel sales.The model and hypothesis were tested by the SEM method,the results show that the interaction between online and offline channel image has a positive impact on customer loyalty,and the consistency and seamless quality of channel integration plays a positive moderating role between online channel image and offline channel image on customer loyalty.