The Effectiveness of Omnichannel Strategy: A Meta-analytical Approach

Mukhopadhyay, Sandip, Chauhan, Sumedha, Pandey, Ritesh and Jain, Sheetal (2025) The Effectiveness of Omnichannel Strategy: A Meta-analytical Approach. FIIB Business Review. ISSN 2319-7145

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Abstract

Retailers are actively working to deliver an omnichannel experience to their customers; yet there are lingering concerns regarding its overall effectiveness. The present meta-analytical study uses an input–process–output perspective and synthesizes the results of 63 quantitative studies on omnichannel marketing from 59 extant publications. The present study attempts to address the inconsistencies and differences of findings in the extant literature, as existing studies have investigated the impact of the omnichannel strategy using diverse theoretical prospectives and different contexts. The findings reveal that the dimensions of channel integration quality (channel service configuration and integrated integration) positively impact consumer responses (patronage intention and loyalty). Additionally, mediator analysis highlights the underlying influence mechanism of customer empowerment and satisfaction. The moderator analysis highlights the need to consider the uncertainty avoidance trait of a country before the implementation of an omnichannel strategy.

Item Type: Article
Keywords: Omnichannel strategy | channel integration quality | customer empowerment | customer loyalty | metaSEM
Subjects: Social Sciences and humanities > Business, Management and Accounting > Business and International Management
JGU School/Centre: Jindal Global Business School
Depositing User: Mr. Arjun Dinesh
Date Deposited: 01 Jul 2025 17:34
Last Modified: 01 Jul 2025 17:34
Official URL: https://doi.org/10.1177/23197145251343708
URI: https://pure.jgu.edu.in/id/eprint/9733

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