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Can I read Channel Integration in Grocery Retailers via Mobile Applications on EtoBox?
Channel Integration in Grocery Retailers via Mobile Applications by Yung-Shen Yen is a Business, Management and Accounting article available to read on EtoBox.
What is Channel Integration in Grocery Retailers via Mobile Applications about?
Purpose This 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/approach Structural equation modeling was conducted on a sample of 536 consumers in Taiwan. Findings This 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/implications Sample bias may exist because the sample was obtained from an online survey conducted on social media platforms. Practical implications This 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, practitio
Who reads Channel Integration in Grocery Retailers via Mobile Applications?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Yung-Shen Yen
- Publisher
- Emerald
- Published
- 2023
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)