A Study on the Mediating Role of Brand Trust in the Impact of Omnichannel Integration Quality on Brand Loyalty

Authors : Alp Eren Güney, Aypar Uslu
Pages : 60-90
Doi:10.54733/smar.1808797
View : 125 | Download : 379
Publication Date : 2026-01-28
Article Type : Research Paper
Abstract :Omnichannel retailing has transformed consumer journeys by enabling seamless transitions across multiple touchpoints, making integration quality a critical determinant of relationship outcomes. Grounded in the Stimulus–Organism–Response framework and Commitment–Trust Theory, this study investigates the effect of perceived omnichannel integration quality on brand trust and, through trust, on brand loyalty. In this model, integration quality functions as an external stimulus, brand trust as an organismic psychological response, and brand loyalty as the resulting behavioral outcome. Data were collected from 318 consumers in Yalova, Türkiye, with experience with omnichannel technology retailers, via an online survey administered between April and May 2025. The hypotheses were tested using PLS-SEM (SmartPLS 4). The results show that content consistency, process consistency, and assurance quality have significant positive effects on brand trust, while channel-service configuration does not. Additionally, brand trust significantly and positively affects brand loyalty. Moreover, channel-service configuration does not exert any significant indirect effect on loyalty through trust. The findings suggest that merely increasing the number of channels is insufficient for fostering consumer trust and loyalty. Instead, information consistency, seamless process synchronization, and robust privacy and security safeguards emerge as key drivers of sustainable customer relationships in omnichannel environments. This study contributes to the literature by empirically demonstrating the psychological mechanism linking integration quality to loyalty. It highlights the strategic need for retailers to prioritize robust integration and assurance mechanisms rather than channel proliferation.
Keywords : bütünleşik kanallı perakendecilik, bütünleşik kanal entegrasyon kalitesi, marka güveni, marka sadakati

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