Investigating the effect of integrating retailers' online and offline marketing channels on online customer loyalty, considering the moderating role of retailer reputationد

Articles in Press

Document Type : Research/ Original/ Regular Article

Authors

1 Master's degree, Department of Business Administration, North Tehran Azad University, Tehran, Iran

2 Assistant Professor, Department of Human Resource Management, Imam Hossein (AS) Officer University, Tehran, Iran

3 Assistant Professor, Department of Business Management, North Tehran Azad University, Tehran, Iran

Abstract

The aim of the present study is to investigate the effect of integrating online and offline marketing channels of retailers on online customer loyalty, considering the moderating role of retailer reputation. With the ever-increasing expansion of online shopping, retaining customers in online retailers has become a necessity, but this comes with serious challenges for many multi-channel retailers. Past researches have shown that customers loyal to online shopping tend to limit their purchases to a specific store, but little research has been done on the integration and coordination of online and offline marketing channels of retailers. This research seeks to find the answer to the question of what effect the integration and coordination of online and offline channels has on the usefulness of online and offline channels. The statistical population of this research was the customers of 361 degree store, and the questionnaire was distributed among them through simple random sampling. The research is descriptive-correlation type with causal approach and practical in terms of purpose. The method of data collection is a survey and its tool is a questionnaire. The obtained data have been analyzed through descriptive and inferential methods. The structural equation model was used to test the hypotheses. The results showed that there is a significant relationship between the coordination and integration of the retailer's offline and online channels with the usefulness of the online channel. Also, the usefulness of the online channel had a significant relationship with the ...

Keywords

Main Subjects

Supply Chain Management

Articles in Press, Accepted Manuscript
Available Online from 06 September 2025

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History

  • Receive Date: 25 October 2024
  • Revise Date: 22 January 2025
  • Accept Date: 06 September 2025
  • Publish Date: 06 September 2025

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