Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Omni-Channel Integration Quality Pattern Designing in bank industry

Document Type : Excerpt from doctoral thesis

Authors
1 PhD Student, Faculty of Management and Accounting, Department of Business Administration, Shahid Beheshti University of Tehran, Tehran, Iran.
2 Full Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.
Abstract
Background and Objective: The ways in which consumers interact with businesses have changed significantly due to the rapid and numerous developments that have occurred in recent years. In addition to traditional sales centers, companies have begun to offer other interactive channels such as web and smartphone applications, social networks, digital stores and contact centers to their customers. In this context, a phenomenon called "Omni channel" has emerged, where customers can use not only one of the existing interaction channels, but all channels simultaneously. For this reason and in this regard, the present study was conducted with the aim of presenting a model for integrating Omni channels in the banking industry.

Method: The approach of the article is qualitative and in terms of its purpose is applied-exploratory. In this way, data were collected through related texts, in-depth interviews and semi-structured interviews with 15 experts, and a thematic analysis strategy including coding was also used to achieve the model extracted from the article. The data were also analyzed using coding and Max Quad software.

Findings and results. Finally, the quality model of integration of collaborative channels was designed with three components (levels): 1- Dimensions of model integration quality, 2- Drivers of the model (facilitators), 3- Consequences of the model and in 12 dimensions and 50 indicators.
Keywords

Subjects


Ailawadi, K. L., & Farris, P. W. (2017). Managing multi-and omni-channel distribution: metrics and research directions. Journal of retailing, 93(1), 120-135.
Belghiti, S., Ochs, A., Lemoine, J.-F., & Badot, O. (2018). The phygital shopping experience: An attempt at conceptualization and empirical investigation. Marketing Transformation: Marketing Practice in an Ever Changing World: Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC),
Bell, D. R., Gallino, S., & Moreno, A. (2018). Offline showrooms in omnichannel retail: Demand and operational benefits. Management Science, 64(4), 1629-1651.
Berry, L., & Carbone, L. (2007). Build loyalty through experience management. 40, 26-32.
Bhalla, R. (2014). The omni-channel customer experience: Driving engagement through digitisation. Journal of Digital & Social Media Marketing, 1(4), 365-372.
Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., ... & Venkataraman, S. (2021). “Informational Challenges in Omnichannel Marketing: Remedies and Future Research”. Journal of Marketing, 85(1), 103-120
De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020). Moving the Customer Experience Field Forward: Introducing the Touchpoints, Context, Qualities (TCQ) Nomenclature. Journal of Service Research, 23(4), 433-455.
Gallino, S., & Moreno, A. (Eds.). (2019). Operations in an Omnichannel World. Springer International Publishing.
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395-410.
Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel customer experience and management: an integrative review and research agenda. Sustainability, 13(5), 2824.
Ghasemi, Nazanin. (2018), Multi-channel Marketing, Tehran University Business Administration Quarterly, Volume 11, Issue 67, pp. 88-104(in Persian)
Habibi, Arash. (2016), Content Marketing: The Key to Achieving Digital Competitive Advantage, Marketing Quarterly, Pars Modir, Volume 3, Issue 7, pp. 1-15. (in Persian)
Hamidizadeh, M. RahimMonfared, J. (2024), Designing a Quality Model for Omnichannel Integration in Service Industries, PhD Thesis, Shahid Beheshti University of Tehran. (in Persian)
Heinze, J., Thomann, M. & Fischer, P. (2017), "Ladders to m-commerce resistance: A qualitative means-end approach". Computers in Human Behavior, 73, 362- 374. https://doi.org/ 10.1016/j.chb.2017.03.059
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). “Challenges and solutions for marketing in a digital era”. European management journal, 32(1), 1-12.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96
Liu, Y., & Song, G. (2023). Role of Logistics Integration Capability in Enhancing Performance in Omni-Channel Retailing: Supply Chain Integration as Mediator. Sustainability, 15(11), 9053.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Mosquera, A., Pascual, C. O., & Ayensa, E. J. (2017). Understanding the customer experience in the age of omni-channel shopping. Icono14, 15(2), 5.
Norbert, B., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178.
Rooderkerk, R. P., & Kök, A. G. (2019). Omnichannel Assortment Planning. In Operations in an Omnichannel World (pp. 51-86). Springer, Cham.
Safeer, A. A., Hussain, I., Abrar, M., & Shabbir, R. (2023). Omnichannel Retailing in Light of Psychological Factors: A Mediated Model. Psychology Research and Behavior Management, 5069-5088.
Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53-67.
Shen, X.-L., Li, Y.-J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61-73.
Sousa, R., & Voss, C. A. (2006). Service Quality in Multichannel Services Employing Virtual Channels. Journal of Service Research, 8(4), 356-371.
Taufique Hossain, T. M., Akter, S., Kattiyapornpong, U., & Wamba, S. F. (2017). The Impact of Integration Quality on Customer Equity in Data Driven Omnichannel Services Marketing. Procedia Computer Science, 121, 784-790.
Zhang, X., Park, Y., & Park, J. (2024). The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context. Asia Pacific Journal of Marketing and Logistics, 36(2), 480-495.
Volume 6, Issue 1 - Serial Number 27
Spring 2025
Pages 165-188

  • Receive Date 22 November 2024
  • Revise Date 18 January 2025
  • Accept Date 25 January 2025