The harmonious role of channel integration and logistics service in Omnichannel retailing: The case of IKEA

Grounded on the stimulus-organism-response framework, this study investigated the mechanism by which channel integration and logistics service influence satisfaction and repurchase intention from customers' perspectives. An online survey was conducted to collect data and partial least squares structural equation modeling was employed for model assessment. The results disclosed that perceived logistics service quality is an antecedent of perceived channel integration quality and that the two variables harmoniously influence customer satisfaction (transaction-specific and cumulative) which subsequently generates repurchase intention. Particularly, the results demonstrated that the respective contributions of perceived channel integration quality and perceived logistics service quality in enhancing transaction-specific satisfaction differ through the distinct hybrid experiences. This study had theoretical implications for the literature on omnichannel retailing and practical implications for managers of omnichannel retailers.

Automated summary

This study investigates the mechanism by which channel integration and logistics service influence customer satisfaction and repurchase intention. The results show that perceived logistics service quality is a precursor to perceived channel integration quality, and both variables harmoniously influence customer satisfaction, leading to repurchase intention. The study also highlights the different contributions of perceived channel integration quality and perceived logistics service quality in enhancing transaction-specific satisfaction due to diverse hybrid experiences. It provides theoretical implications for omnichannel retailing literature and practical implications for omnichannel retailers' managers.