The interplay between multichannel integration quality, service convenience, service experience, multichannel perceived value and e-WoM

Abstract

PurposeThe study's goal is to assess the influence of multichannel integration quality on perceived value, service convenience and service experience in a multichannel banking context. Furthermore, the study investigated the impact of perceived value, service convenience and service experience on positive electronic word of mouth (e-WoM).Design/methodology/approachData were collected from 527 respondents using online surveys distributed on various social media platforms in Ghana. The data were analysed using the partial least squares approach to structural equation modelling.FindingsThe results showed that multichannel integration quality influences consumers' perceptions of value and service experience favourably. It also showed that the two factors influencing service convenience were service experience and perceived value. Further, the research revealed a significant relationship between positive electronic word of mouth and perceived value, service convenience and service experience.Practical implicationsThe study adds to the existing body of knowledge on multichannel integration by empirically testing the relationship between multichannel integration quality and consumer response in the context of multichannel banking.Originality/valueThe study is one of a few that provide important insights into the growing body of literature on multichannel integration quality from the consumers' perspective. The study further develops a model that explicates the relationship between multichannel integration quality, perceived value, service convenience and e-WoM.