The Impact of Multichannel Integration Capability on Customer Value and Satisfaction - An Empirical Study of Retail Enterprises in Hanoi

Abstract

This study aims to explore the impact of multichannel integration capability on customer satisfaction which is mediated by customer value of retail enterprises in Hanoi. From the literature review, this study establishes the research model of the impact of multichannel integration capability on customer value and the influence of customer value on customer satisfaction of retailers. The quantitative research method which uses PLS-SEM by Smart-PLS3 software is used to examine the research model. By a survey of 249 consumers in Hanoi, the research results have shown that multichannel integration capability has a significant and positive impact on customer value and customer value favorably influences on customer satisfaction of retailers in Hanoi. Based on the findings, this study gives some recommendations to improve customer value and customer satisfaction by strengthening retailers’ multichannel integration capability.

The Perceived Value of Customers: Antecedents and Its Effect on Word-of-mouth

“…While research topics on MCI associated with retail businesses have been conducted by many researchers to consider the possibility of improving their performance (Cao & Li, 2015;Oh et al, 2012;Xia & Zhang, 2010), scant research recognizes MCI as an important factor that creates benefits relative to the costs that customers perceive when performing purchasing behavior (Kabadayi et al, 2017). Therefore, the research results have reinforced the argument about the new role and position of MCI in their relationships with PCV from a customer standpoint that only a few studies have been conducted such as Hsiao et al (2012), Kabadayi et al (2017), Nguyen et al (2023), Schramm-Klein et al (2011. With Beta=0.204, MCI's role in creating PCV is demonstrated through the creation of a convenient retail channel system, allowing customers to easily find information about products/services, easily perform the act of purchasing, receiving goods, and experiencing after-sale services.…”

“…The significance of researching the PCV topic has been proven in a series of publications in recent times (Kabadayi et al, 2017). Providing added value for customers is an important way to improve a firm's competitiveness (Nguyen et al, 2023). Value perceived by consumers is measured by the benefits that a consumer receives relative to the sacrifices they paid to get a product/service (Jalilvand et al, 2017).…”

“…Value perceived by consumers is measured by the benefits that a consumer receives relative to the sacrifices they paid to get a product/service (Jalilvand et al, 2017). Consumers will receive more value if the benefits they receive after buying or consuming a business's products/services are greater than the losses and expenses (sacrifices) they must spend to get the product/service including financial costs and other sacrifices such as time, efforts, and opportunities costs (Chang, T. Z., & Wildt, 1994;Nguyen et al, 2023),. The PCV is maximized when the received value increases while the sacrifices decrease (Kabadayi et al, 2017).…”

“…establish close relationships between buyers and businesses (Hasni et al, 2018;Nam et al, 2011). In the perception of customers, the benefits they get from a seamless shopping experience through the multi-channel retail model or their trust in a business's brand are notable factors that allow them to evaluate the value and benefits that they receive from the enterprise (Kabadayi et al, 2017;Nguyen et al, 2023). Therefore, businesses need to build a mechanism to simultaneously develop a multi-channel integration (MCI) system and enhance the strength of brand equity (BE), helping them build customer trust, reputation, and satisfaction.…”