Cross-channel integration and customer retention in omnichannel retailing: The role of retailer image and alternative attractiveness

Abstract

Cross-channel integration (CCI) is increasingly considered as an important driver of customer retention in omnichannel retailing. However, the existing findings about the relationship between CCI and customer retention are contradictory, wherein both positive and non-significant findings exist. This study aims to explore the contingency role of retailer image and alternative attractiveness for the above relationship. Specifically, both two-way and three-way interaction effects of retailer image and alternative attractiveness were tested. Our survey finding confirmed the positive relationship between CCI and customer retention. We also found that the positive relationship was negatively moderated by retailer image, while positively moderated by alternative attractiveness. This study further uncovered that alternative attractiveness can weaken the negative moderating effect of retailer image. Implications and limitations of the study are discussed.