Purpose This study investigates how omnichannel retail integration, specifically the alignment of online, physical store, and mobile channels, shapes customer experience, satisfaction, and loyalty. It further examines the mediating role of mobile integration quality in translating omnichannel strategies into customer value. Design/methodology/approach A survey of 428 consumers with recent omnichannel shopping experience was conducted. Using structural equation modeling (SEM), the study tested relationships among perceived omnichannel integration, mobile integration quality, customer experience, satisfaction, and loyalty. Mediation was assessed using a bootstrapping approach with 5,000 resamples. Findings Results demonstrate that omnichannel integration significantly enhances customer experience both directly and indirectly through mobile integration quality. Mobile integration serves as a critical mediator linking channel coordination to experiential outcomes. Customer experience strongly predicts satisfaction, which in turn drives loyalty. The structural model explains substantial variance in customer experience (54%), satisfaction (50%), and loyalty (53%). Originality/value This study provides empirical evidence clarifying how omnichannel integration mechanisms operate at the consumer level, highlighting mobile technology as a key connective driver of seamless shopping experiences. It advances omnichannel retail literature by integrating mobile service quality as a mediating construct and offers actionable insights for retailers seeking to optimize online–store–mobile integration to strengthen customer experience and loyalty.
Wang et al. (Thu,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: