Multiple Channel Integration Quality Assessment Method Using NARX
Table 1
Retailer’s MCIQ into 8 dimensions.
Index
Meaning
Process consistency
It refers to the consistency of process attributes compared between different channels, such as service perception, image, waiting time, and customer service level.
Information consistency
It refers to the consistency of response information obtained by consumers through different channels.
Emotional value
It refers to the measurement of shopping emotion. For example, online store shopping is exciting.
Procedural value
It refers to measuring the purchase process ease. For example, it is more convenient to shop in the online retailer store.
Transparency of service structure
It refers to the customer’s perception of the attributes of all available channels. It will directly affect the choice of channels for customers to receive specific services. The transparency of the service structure reflects the level of the retailer’s multiple channel service structure, the consistency of information, and business relevance. Process consistency represents the three forms of interaction and integration between channels.
Online result value
It refers to the measurement of the final result of online purchases, such as the value of the retailer’s online store’s goods and services.
Business relevance
It refers to the connection between interaction generated through a specific channel and interaction generated through other channels.
