Bütüncül Kanal Stratejisinde Kanal Entegrasyon Kalitesinin Patronaj Niyetine Kavramsal Etkisi

Abstract

Bu makalede, kanal entegrasyon kalitesinin patronaj niyeti üzerindeki etkisini açıklamaya yönelik kavramsal bir temel sunulması amaçlanmaktadır. Müşteri olma niyeti, tekrar satın alma niyeti, başkalarına tavsiye etme niyeti patronaj niyeti terimi çerçevesinde açıklanmaktadır. Kanal entegrasyon kalitesi bütüncül kanal stratejisi kapsamında değerlendirilerek, çoklu kanal stratejisinden farklılıkları ortaya konulmaktadır. Kanal entegrasyon kalitesine en uygun yapı Wixom ve Todd Modelidir. Kanal entegrasyon kalitesi, -kanal hizmet yapılandırması, etkileşim tutarlılığı ve güvence kalitesi- olmak üzere üç temel boyutuyla ele alınarak patronaj niyetini etkileyen önemli bir unsur olarak değerlendirilmiştir. Literatürde yeterince açıklanmayan bir konu olan patronaj niyeti kavramının, kanal entegrasyonu ile olan bağlantısının açıklanması özgün değerini ortaya koymaktadır.

Keywords

• Kanal Entegrasyon Kalitesi
• Bütüncül Kanal
• Patronaj Niyeti

The Conceptual Impact of Channel Integration Quality on Patronage Intention in Omnichannel Strategy

Abstract

This article aims to provide a conceptual foundation for explaining the impact of channel integration quality on patronage intention. Within the framework of patronage intention, the concepts of repurchase intention, intention to recommend, and intention to become a customer are addressed. Channel integration quality is evaluated within the scope of the omnichannel strategy, highlighting its distinctions from multichannel strategies. The most appropriate structure for channel integration quality is the Wixom and Todd Model. Channel integration quality is considered in three key dimensions—channel-service configuration, interaction consistency, and assurance quality—and is regarded as a significant determinant of patronage intention. The concept of patronage intention, which is not sufficiently explained in the literature, and its link with channel integration reveals its unique value.

Keywords

• Patronage Intention
• Omnichannel
• Channel Integration Quality

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