The aim of this study was to understand how omnichannel integration quality affects customer loyalty through customer engagement and relationship program receptiveness and to verify the relationship between customer engagement and relationship program receptiveness in omnichannel retailing. Data was collected through a questionnaire with 378 available respondents. PLS-SEM was exerted to examine the model. The results disclosed the positive influence of omnichannel integration quality on customer engagement and relationship program receptiveness, which consequently impacted customer loyalty. Also, the positive influence of customer engagement on relationship program receptiveness was proved. Further, the role as mediators of customer engagement and relationship program receptiveness was explored. This study contributed to the omnichannel literature by confirming that psychological and behavioral customer engagement plays a vital role in omnichannel retailing. This study also helped omnichannel retailers understand that providing a seamless, consistent and reassuring environment can facilitate customer engagement and thereby gain customer loyalty.

本研究的目的是了解全渠道整合质量如何通过客户参与和关系计划接受度影响客户忠诚度，并验证全渠道零售中客户参与和关系计划接受度之间的关系。数据是通过一份有 378 名可用受访者的问卷收集的。施加PLS-SEM来检查模型。结果揭示了全渠道整合质量对客户参与度和关系计划接受度的积极影响，从而影响了客户忠诚度。此外，还证明了客户参与对关系计划接受度的积极影响。此外，还探讨了作为客户参与和关系计划接受度的调解人的作用。这项研究通过确认心理和行为客户参与在全渠道零售中起着至关重要的作用，为全渠道文献做出了贡献。这项研究还帮助全渠道零售商了解，提供无缝、一致和令人放心的环境可以促进客户参与，从而获得客户忠诚度。