The effects of omnichannel servis convenience on customer satisfaction in supermarket chain retailing

Retailers are implementing omnichannel strategy in order to keep up with changing and differentiating consumer needs to survive in a highly competitive environment. Omnichannel application, which has become a current and important issue for both academicians and practitioners, continues to be a medium open to innovations at every step with technological developments. The purpose of this study is to examine the effect of omnichannel service convenience on customer satisfaction in supermarket chain retailing. A mixed model was applied in the research. In the qualitative analysis part of the study, expert opinions and experiences of industry professionals were investigated, and the data obtained using MAXQDA 2018 were analyzed. The results showed that the main elements of omnichannel strategies are customer satisfaction, service quality, inventory management, skilled labor, technological investments and innovation. In the quantitative part, a total of 771 consumers selected by judgmental sampling were surveyed. The questionnaires were created with scales taken from the studies of Seiders et al. (2007), Hussain and Ali (2015). The findings were analyzed with SPSS 25.0 and LISREL 8.7 programs. As a result of the analysis, it was revealed that service convenience positively affects customer satisfaction and purchase intention in both in-store and online shopping.