The Effectiveness of Omnichannel Strategy: A Meta-analytical Approach

Retailers are actively working to deliver an omnichannel experience to their customers; yet there are lingering concerns regarding its overall effectiveness. The present meta-analytical study uses an input-process-output perspective and synthesizes the results of 63 quantitative studies on omnichannel marketing from 59 extant publications. The present study attempts to address the inconsistencies and differences of findings in the extant literature, as existing studies have investigated the impact of the omnichannel strategy using diverse theoretical prospectives and different contexts. The findings reveal that the dimensions of channel integration quality (channel service configuration and integrated integration) positively impact consumer responses (patronage intention and loyalty). Additionally, mediator analysis highlights the underlying influence mechanism of customer empowerment and satisfaction. The moderator analysis highlights the need to consider the uncertainty avoidance trait of a country before the implementation of an omnichannel strategy.