Exploring the Role of Omni-channel Characteristics in Customer Engagement and Brand Co-Creation: The Moderating Role of Brand Reputation
Year: 2025
Type: article
Abstract: Objective In today's competitive landscape, driven by technological advancements, the significance of distribution channels and effective communication with customers to foster engagement and value co-creation is paramount. Industries worldwide are increasingly adopting omnichannel strategies to provide customers with a more seamless and integrated experience. Given the importance of omnichannel and its crucial role in gaining a competitive advantage and co-creating brand value, this article aims to explore the role of customer-brand engagement and the dimensions of omnichannel characteristics in shaping relationship quality and brand value co-creation, while considering the moderating role of brand reputation. Methodology 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; however, for more accuracy and accuracy, 400 people were selected. The research data was collected using a standardized questionnaire. Validity and reliability have been measured in this research. Descriptive statistics were performed using SPSS version 25, while Structural Equation Modeling (SEM) and SmartPLS 3.0 software were utilized to analyze the data, assess the model's fit, 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. The results of structural equations show that channel service configuration, channel interaction stability, channel quality assurance, and channel perceived smoothness have a positive and significant effect on customer-brand engagement. Customer-brand engagement has a positive and significant effect on the customer-brand relationship quality; customer-brand relationship quality has a positive and significant impact on the brand value co-creation; and brand reputation can moderate the effect of customer-brand engagement on the customer-brand relationship quality. Conclusion By considering the characteristics of omnichannel and managing them, banks can achieve brand value co-creation, which is one of the important business strategies for improving brand management. Banks that can best implement and manage the characteristics of omnichannel can establish better partnerships with customers, strengthen the quality of their communications, and ultimately create brand value co-creation.
Institution: University of Mohaghegh Ardabili
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7084055513
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