Interlinking organisational resources, AI adoption and omnichannel integration quality in Ghana’s healthcare supply chain

Abstract

Digitalization in the health care sector has led to growth of communication channels and customer touchpoints within these channels. In this context, omnichannel integration quality (OIQ) aims to provide seamless service experience across multiple channels, where adoption of artificial intelligence (AI) will play a vital role. The existing research has primarily focused on the consumer space which leads to a gap in our understanding on the role of organisational intangible resources, employees, and AI adoption to achieve OIQ and business productivity. To bridge this gap, we use resource-based view and socio-technical systems as theoretical lenses for developing a theoretical model, which is tested by surveying 170 healthcare professionals in Ghana. Our findings highlight the importance of developing strategies that will help translate organisational resources into capabilities focusing on the employee-technology interface for effective omnichannel management and integration.