Developing customer engagement through communication consistency and channel coordination

Purpose This study aims to understand how integration efforts at both communication and channel levels can foster customer engagement behavior in the retail sector from perspective of employees. Design/methodology/approach Data were collected through 231 face-to-face questionnaires completed by frontline employees shopping centers. A structural equation modeling approach was applied test proposed hypotheses. Findings The results highlight importance as external stimuli for enhancing employees’ perceptions about behavior. extend stimulus-organism-response model predicting responses that go beyond predict Results also confirm mediating role attitudes toward marketing communications synergy realization model. Practical implications Retailers should integrate their multiple channels operate consistently coordination them develop Managers regularly collect information they represent an important touchpoint omnichannel retailing. Originality/value There is a gap retailing literature regarding level may complement developing engagement. addresses this adopting novel using source assessing It extends knowledge be developed strengthened point view.