The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction

Journal of Economics, Finance and Administrative Science. 2023. Vol. 28. No. 56. P. 319–334.

Butkovskaya V., Olga Oyner, Sergey Kazakov

This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction). The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia). The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction. The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry.

 

Keywords: Интегрированные маркетинговые коммуникации (ИМК), омниканальный маркетинг, omnichannel marketing, IMC (Integrated Marketing Communications)