Impact of Multichannel Integration Service Quality on Retailer Brand Equity: The Mediating Role of Brand Trust
Bibliographic record
Abstract
Retailer brand equity (RBE) is a major source of competitiveness of brand retailers.As the retail industry strives to integrate online and offline channels, it is of great significance to enhance the RBE by improving multichannel integration service.This paper develops a theoretical framework to examine the impacts of the MCISQ on the RBE, with brand trust (BT) as the intermediary.The data were collected through a questionnaire survey on 462 consumers with online and offline shopping experiences in the same retailer.The results show that, in the multichannel retailing environment, the MCISQ has significant positive impacts on the RBE and the BT; the BT exerts a significant positive impact on the RBE, and partially mediates the relationship between the MCISQ and the RBE; the BT is an important driver of the effect of the MCISQ on the RBE.The research findings enable retailers to improve the MCISQ, establish the BT, and enhance brand equity.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.011 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.003 | 0.002 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.006 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".