Explaining the role of dimensions of the characteristics of the omnichannel about the Customer-brand engagement and brand value co-creation according to the moderating role of the brand reputation

Articles in Press

Document Type : Research Paper

Authors

1 Ph.D. Candidate Business Management - Marketing Management Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

2 Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

10.22059/jibm.2024.376332.4782

Abstract

Purpose: In today's competitive era and considering technological advances, the importance of the distribution channel, and how to communicate with customers and encourage them to engagement and co- create value is very high. Today, industries around the world are moving towards omnichannel to create a better and more integrated experience for customers through omnichannel. Considering the importance of the omnichannel and its special position that it has in gaining a competitive advantage and co-creating brand value, The purpose of this article is to explain the role of customer-brand engagement and the dimensions of omnichannel characteristics on the relationship quality and the brand value co- creation, taking into account the moderating role of brand reputation.

Method: This study is considered positivist in terms of paradigm, comparative in terms of research strategy, cross-sectional in terms of time, and applied in terms of objective and descriptive. The statistical population of this research is the customers of Isfahan banks who have used all kinds of bank service delivery channels at least once. The minimum sample size of 279 was calculated using G- Power software; But for more accuracy and accuracy, 400 people were selected. The tool for collecting research data was a standard questionnaire. Validity and reliability have been measured in this research. For descriptive statistics, SPSS version 25 and to analyze the data, structural variables model and SmartPLS 3.0 software were used to check the fit of the model and test the hypotheses.

Findings: According to the descriptive findings in this research 44.2% are women and 55.8% are men, and more than 41% of these people are between the ages of 25 and 34 years old. Most of them had a bachelor's degree (25.3%). In this sample, the majority of people are employees and their maximum income is between 5 and 10 million (45.5 percent). More people use mobile applications to perform banking activities, which channel service configuration, channel interaction stability, channel quality assurance, and channel perceived smoothness have a positive and significant effect on customer- brand engagement. The customer-brand engagement has a positive and significant effect on the customer- brand relationship quality, and the customer-brand relationship quality has a positive and significant effect on the brand value co-creation, and brand reputation can moderate the effect of the customer- brand engagement on the customer-brand relationship quality.

Conclusion: omnichannel in the world, considering its characteristics and managing it can brand value co-create, which is one of the important business strategies to improve brand management. Banks that can implement the features of the omnichannel in the best way to establish a better customer-brand engagement through the use of the omnichannel and strengthen the customer-brand relationship quality so that they can create brand value co- creation.

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Journal of Business Management

Articles in Press, Accepted Manuscript
Available Online from 10 June 2024

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