In recent years, channel proliferation is taking place due to the advent of Information Communication Technology (ICT). In addition to the traditional physical stores, companies are developing interactive websites, engaging mobile apps, digital kiosks, and many other technologically advanced channels to provide service. However, if companies do not integrate all these channels to deliver a connected and seamless experience, they risk declining customer satisfaction and equity. To address this issue, the present study aims to answer the research question: What factors influence multichannel integration quality (MCIQ) and what are the impacts of integration quality on service outcomes?
To explore the dimensions and outcomes of integration quality in multichannel services, this research used a systematic literature review and qualitative data analysis of two focus group discussions and twenty in-depth interviews. Furthermore, this research used 301 online survey questionnaires from multichannel banking customers to provide statistical evidence of dimensions and outcomes of MCIQ. PLS path modelling was used to test hypothesised relations and validate the hierarchical MCIQ model and its effects on outcome constructs
