Impact Of Multichannel Integration Service Quality On Retailer Brand Equity

With the development of e-commerce,pure e-commerce era has become the past,more and more consumers began to choose multi-channel shopping.In order to meet the multi-channel shopping demand of consumers,retailers began to test the multi-channel integrated retail model.Multi-channel integration is the ability of retailers to provide consumers with a free and seamless shopping experience across multiple channels.The level of this ability is measured from the perspective of consumers,which is reflected in the level of multi-channel integration service quality.High level of multi-channel integration service quality represents the retailer's strong ability of multi-channel integration,consumers will get better service experience.No matter what kind of retail mode retailers try,their essence is to better meet consumer needs and establish a differentiated long-term relationship with consumers.However,brand equity of retailers is the differentiated response of consumers to specific retailer brands.The improvement of retailer's brand equity can measure the value created by multi-channel integration of service quality.On the basis of literature review and retail practice,this paper constructs the relationship model of multi-channel integration service quality and retailer brand equity.462 questionnaires were distributed and collected to college students,and the relationship between them was empirically analyzed by using AMOS and SPPS.At the same time,brand trust is introduced as a mediating variable and customer involvement as a moderating variable to study the influence path of the two.This paper finds that the service quality of multi-channel integration has a positive impact on retailers' brand equity,and the service quality of multi-channel integration has a positive impact on brand trust.Brand trust has positive influence on retailer's brand equity.Brand trust plays an intermediary role between service quality of multi-channel integration and retailer's brand equity.Customer involvement has no significant moderating effect on the service quality of multi-channel integration and the retailer's brand equity.From the perspective of empirical analysis to provide recommendations for retailers,in the practice of multi-channel integration process,multi-channel integration as a whole,from the promotion information,product and price information,transaction information,information acquisition,order fulfillment and customer service and other dimensions of the integration;We should pay attention to the establishment,maintenance and enhancement of consumers' brand trust,and establish a longer and deeper relationship with consumers based on sincerity,so as to guarantee our special status in consumers' hearts.