چكيده به لاتين
This study Seeking to investigate "Impact of Omni Channel Integration Quality Dimensions on customer loyalty due to the mediating role of Consumer Engagement ". In this regard, this research has been an applied research, and in terms of Descriptive and survey. The statistical population of this study was paid by all customers of Irankish Credit Card Company (Kiccc) that provide payment services and affiliated with Tejarat Bank and contract whit 14 banks and other financial institutions in Iran. For sampling, random sampling methods have been selected. The data collection tool was a standard questionnaire with 45 questions, which was validated by construct validity (confirmatory factor analysis) and reliability by Cronbach's alpha coefficient. To test the hypotheses, the method of structural equation modeling and path analysis test has been used with the help of Smart P.L.S software. The finding showed that the Channel-Service Configuration on customer engagement in three behavioral, cognitive, and emotional dimensions by 0.505, the integrating of interactions in communication channels on customer engagement in three behavioral, cognitive, and emotional dimensions by 0.135, And customer engagement in three dimensions; behavioral, cognitive, and emotional has affected customer loyalty by 0.713. Also, the effect of Channel-Service Configuration on customer loyalty through mediating role of customer engagement in three dimensions of behavior, cognitive and emotional has been indirect; Also, the effect of integrating interactions in communication channels on customer loyalty through the mediating role of customer engagement in three behavioral, cognitive and emotional dimensions has been indirect.
