Dimensions of multichannel integration quality (MCIQ), MC task differentiation and MC segment differentiation: effects on the performance of banking omnichannel

Purpose We study the effects of MCIQ dimensions on branch and customer performance, moderated by MC task differentiation and MC segment differentiation. Design/methodology/approach Data were obtained from a structured survey of a systematic random sample of 203 bank branches, drawn from a list of all bank branches in Malaysia. CFA was used to establish the factor structure of MCIQ, and hierarchical regression modeling was used for hypotheses testing. Findings Process consistency and transparency of channel-service configuration are positively related to branch and customer performance. MC task differentiation significantly moderated the content consistency-customer performance relationship; MC task differentiation and MC segment differentiation jointly moderate the relationship between transparency of channel-service configuration and customer performance. Research limitations/implications We introduce the moderating effects of MC task differentiation and MC segment differentiation in the MCIQ dimensions–performance relationship. Practical implications Managers should prioritize process consistency and transparency of channel-service configuration in managing omnichannel for high performance. Content consistency becomes salient for customer performance when MC task differentiation is low. Originality/value The first in-depth study of the interaction between MCIQ dimensions, MC task differentiation and MC segment differentiation in omnichannel performance.