THE ROLE OF CHANNEL INTEGRATION IN CUSTOMER MOVEMENT FROM OFFLINE CHANNEL TO ONLINE CHANNEL IN A MULTICHANNEL ENVIRONMENT

The evolution of internet technology, rapid digitalization and introduction of multiple channels strongly influence the managers and researchers alike to discover and update how customers behave in multiple channels and how companies and customers better interact in a multichannel environment. The COVID-19 pandemic crisis around the world significantly affect the performance of national and international firms and the firms with vibrant capabilities of operating in multiple channels survive during this crucial time. More important is the question of how the multiple channels can be handled synergistically to maximize the customer repeat purchase behavior. The current study is an attempt to understand whether the role of channel integration helps in customer movement from firm's offline channel to firm's online channel. Data have been collected from a sample of 358 experienced online customers from different cities of Pakistan and analysed through smart PLS. The results of the study confirm that the customer previous interaction with the firm offline channel significantly affect the customer perception about firm's online channel. Additionally, the results of the study also confirm the moderating role of channel integration in transfer of customer perceptions form offline channel to online channel. Although each channel may offer a unique value proposition, channel integration can drive overall customer satisfaction and repeat purchase behaviour in a relational, multichannel environment. Managerial contributions have been provided for practitioners and firms as well