Niğde Ömer Halisdemir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2687-5306 Niğde Ömer Halisdemir Üniversitesi 10.56574/nohusosbil.1735896 Social and Humanities Education (Excluding Economics, Business and Management) Curriculum and Teaching in Economics, Business and Management Sosyal ve Beşeri Bilimler Eğitimi (Ekonomi, İşletme ve Yönetim Hariç) Ekonomi, İşletme ve Yönetim Müfredatı ve Öğretimi Bütüncül Kanal Stratejisinde Kanal Entegrasyon Kalitesinin Patronaj Niyetine Kavramsal Etkisi The Conceptual Impact of Channel Integration Quality on Patronage Intention in Omnichannel Strategy https://orcid.org/0000-0002-6426-8386 Demir Neslihan NİĞDE ÖMER HALİSDEMİR ÜNİVERSİTESİ, GÜZEL SANATLAR FAKÜLTESİ, TEKSTİL VE MODA TASARIMI BÖLÜMÜ https://orcid.org/0000-0002-0564-7634 Akın Murat NİĞDE ÖMER HALİSDEMİR ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ 12 30 2025 7 2 439 453 07 07 2025 07 31 2025 Copyright © 2019, Niğde Ömer Halisdemir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2019 Niğde Ömer Halisdemir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

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.

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.

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