The mediating effect of retail channel integration on the relationship between brand awareness, brand familiarity, and repurchase intention

The retail industry is experiencing rapid development due to globalization, population growth, and technological advances. These factors have a direct impact on the cornerstones of the industry, particularly stores. To communicate with consumers and improve service delivery potential, businesses have adopted a multi-channel approach. However, deficiencies in customer satisfaction arise from a lack of interaction between channels. Consumers typically use multiple channels during their shopping process. Therefore, businesses are striving to develop omni-channel applications that integrate online and offline channels, eliminating boundaries between them. This approach is crucial to provide customers with a seamless shopping experience. The predisposition of consumers to multi-channel consumption offers diversified marketing advantages for businesses. Successful implementation of multi-channel marketing campaigns can provide businesses with a competitive advantage. The purpose of this research is to examine the mediating role of retail channel integration in the relationship between brand awareness and brand familiarity and repurchase intention. To achieve this, it is important to use clear and concise language, avoid biased or ornamental language, and maintain a formal register. Additionally, the text should adhere to conventional academic structure and formatting, including consistent citation and footnote style. Finally, the text should be free from grammatical errors, spelling mistakes, and punctuation errors. This study examines the relationships between the sub-dimensions of retail channel integration and customer satisfaction and repurchase intention, and their effects on the model. The research analyzes data from consumers who have shopped through both physical and digital retail channels, using a convenience sampling method. To ensure the applicability of the findings to a broad audience, we utilized an online survey method to reach participants with diverse demographic characteristics. The survey form utilized scales from previous studies to measure brand awareness, brand familiarity, retail channel integration, satisfaction, and repurchase intention. The survey form utilized scales from previous studies to measure brand awareness, brand familiarity, retail channel integration, satisfaction, and repurchase intention. The survey form utilized scales from previous studies to measure brand awareness, brand familiarity, retail channel integration, satisfaction, and repurchase intention. The form consisted of thirty-nine statements presented in a question pool format. The scale structures were reviewed by experts and analyzed using IBM SPSS Statistics 25 and IBM AMOS V21 software. The data were analyzed using factor and reliability analyses, and the structural validity and internal consistency of the dataset were evaluated. Hypotheses were tested using structural equation modeling, and mediating effects were tested using path analysis. The findings indicate that retail channel integration has four dimensions: ease of access to information, flexibility in shopping, digital support, and personalized offers. The data set did not support the effects of digital support and personalized offer dimensions on customer satisfaction and repurchase intention. Furthermore, adding the dimensions of brand awareness, brand familiarity, and retail channel integration to the repurchase intention model improved the model's explanatory power. These research findings are expected to provide guidance for both researchers and industry practitioners.