The effect of omnichannel strategy on retailer brand value in multichannel retailing

It is known that businesses that adapt quickly to changing consumer behavior are successful in competition. Today, consumers want to get the advantages of physical and online shopping together. In this context, multi-channel retailers are implementing the omnichannel strategy. The omnichannel strategy is that all touch points where consumers interact with the retailer are integrated. Customers get a consistent and seamlessness customer experience in integrated retail channels. Studies on the omnichannel strategy in the literature are mostly conceptual and there is no empirical study on how the omnichannel strategy is perceived by the customers and how it affects the customer-retailer relationship. In this context, data were collected from 560 consumers via questionnaires to measure the integrated channel perception of consumers shopping from multi-channel retailers and to reveal how this perception affects the customer retail relationship. The models and hypotheses developed by analyzing the data with the structural equation model were tested. As a result of the analysis, it is seen that the integrated channel perception has a significant and positive effect on the physical and online store customer value. At the same time, it has been observed that customer value obtained through channels has a partial effect on the relationship between integrated channel perception and customer satisfaction and customer trust, and full mediation effect on the retailer brand value relationship. The study carried out in this context is thought to present important findings for multi-channel retailers and academicians working in this field. Keywords: Multichannel retailing, omnichannel strategy, customer value, satisfaction, trust, retailer brand value.