The impact of channel integration on channel reciprocity in the multi-channel retailing context

This study explores how to create a reciprocal relationship between online and offline channel by improving channel integration. Data for this study were collected from 552 Chinese customers who completed a questionnaire. Participants were asked to have purchased products or services with the use of at least two channels operated by a same retailer. The partial least square (PLS) structural equation modeling was conducted to test hypotheses. The results illustrate that channel integration has a direct influence on channel reciprocity and it also influences channel reciprocity indirectly through online or offline trust. Three constructs of channel integration are identified: integrated information, integrated channel access and integrated customer service. Trust transference, bidirectional channel referrals and image transference are found to construct channel reciprocity. Implications for multi-channel retailers are discussed based on these findings.