The Impact of Omnichannel Integration and Value Congruence on Customer Support Using Flow Theory (Case Study: Customers of Khorasan Science and Technology Park Companies)

Abstract

Objective: The purpose of this study is to investigate the impact of omnichannel integration on the application of flow theory and customer support, with the moderating role of value congruence. Methodology: This research is applied in terms of purpose and survey-based in terms of implementation. The statistical population consists of customers of Khorasan Science and Technology Park in Mashhad during the first quarter of 2024. Based on Morgan's table, 202 participants were selected using a random sampling method. The data collection tool was a standard questionnaire on omnichannel integration, value congruence, flow theory, and customer support, adapted from Liu et al. (2023). Given the promising prospects of omnichannel marketing, it is crucial for omnichannel retailers to implement effective omnichannel strategies to support customers, reflecting customers' willingness to maintain close and lasting relationships with omnichannel retailers. Findings: Data analysis was conducted using structural equation modeling with Smart PLS 3 software. The results indicated that the dimensions of omnichannel integration, including customer information integration, customer transaction integration, and customer communication integration, have a significant impact on the flow experience of customers of Khorasan Science and Technology Park (with significance levels of 7.999, 3.702, and 7.024, respectively). Value congruence moderates these effects (with significance levels of 2.556, 2.066, and 3.746, respectively). Moreover, the impact of flow experience on customer support in Khorasan Science and Technology Park was found to be significant (significance level of 34.489). Conclusion: Customers enjoy and immerse themselves in the purchasing process when they receive integrated transactional services across channels. Integrating customer relationships across channels can effectively encourage customers to deeply engage in the purchasing process. Additionally, informational integration can provide relevant information aligned with customer preferences, thereby fostering customer interest. Ultimately, customers respond more positively to retailers whose value propositions align with their personal values. Customers who experience a high level of flow when interacting with an omnichannel retailer are more likely to support the retailer in the future.