Omnichannel Integration Quality and its impacts on Customer Engagement in banking context

Abstract

Purpose - The objective of this research is to empirically examine the multidimensional concept of omnichannel integration quality and the impact of the dimensions of omnichannel integration quality (channel-service configuration, interaction consistency, assurance quality) on the quality of the relationship quality and the engagement between banks and young users in Vietnam. Design/methodology/approach – A quantitative study was carried out using a sample of 318 bank customers, who had an omnichannel experience with their bank. The data were statistically analyzed using structural modeling techniques with PLS-SEM. Findings - The results reveal that all of the dimensions of omnichannel integration quality (channel-service configuration, interaction consistency, assurance quality) have a positive impact on relationship between banks and bank users, and influence indirectly to customer engagement. Originality/value – This research assists bankers to develop an omnichannel banking system since it demonstrates how omnichannel banking integration quality dimensions enhance the quality of relationship between customers and their banks. This signifies to bankers the importance of omnichannel integration quality (channel-service configuration, interaction consistency, assurance quality) when developing omnichannel banking. Knowing the value of omnichannel integration quality dimensions can help omnichannel bankers understand that providing a seamless, consistent and reassuring environment can enhance the quality of the relationship between customers and banks, facilitate customer engagement and thereby give banks a competitive advantage. Besides, this study provides understanding of the omnichannel system in the banking context from the customer’s perspective, which is an incompletely investigated issue in Vietnam.