Influences of omnichannel integration and value congruence on customer patronage: the flow theory perspective

Omnichannel retailers face the elusive challenge of maintaining customer patronage in the current competitive business environment. Drawing upon the flow theory and literature on omnichannel integration, this study investigated how different types of omnichannel integration (i.e. informational, transactional, and relational integration) influence customer patronage through the flow experience. Additionally, this study examined the potential moderating role of retailer-customer value congruence in the impact of omnichannel integration. We collected survey data from 292 omnichannel customers to test our research model. The results showed that the flow experience mediated the positive effects of transactional integration and relational integration on customer patronage. Additionally, value congruence positively moderated the effects of informational integration and relational integration on the flow experience. The implications and limitations of this study are further discussed.