The Impact of Multichannel Integration Capability on Customer Value and Satisfaction - An Empirical Study of Retail Enterprises in Hanoi

Abstract

This study aims to explore the impact of multichannel integration capability on customer satisfaction which is mediated by customer value of retail enterprises in Hanoi. From the literature review, this study establishes the research model of the impact of multichannel integration capability on customer value and the influence of customer value on customer satisfaction of retailers. The quantitative research method which uses PLS-SEM by Smart-PLS3 software is used to examine the research model. By a survey of 249 consumers in Hanoi, the research results have shown that multichannel integration capability has a significant and positive impact on customer value and customer value favorably influences on customer satisfaction of retailers in Hanoi. Based on the findings, this study gives some recommendations to improve customer value and customer satisfaction by strengthening retailers’ multichannel integration capability.