From fragmentation to integration: how channel cohesion and empowerment improve the customer journey in digital banking

Purpose This study aims to examine the impact of channel integration on consumer experience in omni-channel banking, with a particular focus on the moderating role of customer empowerment. It further investigates how enhanced consumer experience translates into key relational outcomes. Design/methodology/approach Data were collected through survey responses from 300 banking customers, capturing perceptions of channel integration, customer empowerment and overall consumer experience. Structural equation modeling was used to test the proposed relationships. Findings The results demonstrate that channel integration significantly enhances consumer experience in omni-channel banking. More importantly, customer empowerment was found to significantly strengthen the impact of channel integration on consumer experience, highlighting its critical moderating role. Enhanced consumer experience subsequently leads to higher customer satisfaction, increased repurchase intentions and positive word-of-mouth. Practical implications The findings suggest that banks should not only prioritize seamless channel integration but also actively empower customers through greater control, transparency and personalization. Such empowerment amplifies the benefits of channel integration, enabling banks to strengthen customer relationships and achieve superior relational and performance outcomes. Originality/value This study makes a novel contribution by being among the first to empirically validate customer empowerment as a key boundary condition in the relationship between channel integration and consumer experience within omni-channel banking. By extending Relationship Marketing Theory to digital and omni-channel contexts, the findings offer new theoretical insights into how empowered customers cocreate value through integrated service channels.