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Omni-channel banking integration quality and perceived value as drivers of consumers’ satisfaction and loyalty

Manel Hamouda (Higher School of Commerce of Tunis, University of Manouba, Manouba, Tunisia)

Journal of Enterprise Information Management

ISSN: 1741-0398

Article publication date: 10 June 2019

Issue publication date: 18 June 2019




This research aims to enrich the literature related to the emerging topic of omni-channel. The purpose of this paper is to empirically investigate the relationship between omni-channel integration quality (IQ), omni-channel perceived value (PV), customer satisfaction and loyalty in the banking context.


A quantitative study was conducted to collect data. A web-based questionnaire was sent by an e-mail to a sample of 395 bank customers. Exploratory factor analysis and structural equation modelling were used for the statistical analysis of the data.


The results reveal that a high quality of omni-channel banking integration increases the PV of the omni-channel by the customer. There is also a positive relationship between PV and customer satisfaction, as well as customer loyalty, in the omni-channel banking context. A positive relationship between omni-channel IQ and customer satisfaction was also highlighted. Furthermore, customer loyalty can be increased through enhancing customer satisfaction within omni-channel banking.

Practical implications

Bank managers should provide a consistent omni-channel integration of their omni-channels, as it leads to a higher level of customers’ perception of value and it increases their satisfaction. A high IQ and PV of omni-channel could also be an efficient tool to promote customers’ long-term relationships, as it enhances satisfaction and loyalty towards the bank.


After being studied in a multi-channel context, this study extends the use of the concepts of IQ and PV on omni-channel. This research is among the few studies that empirically test nearly all the relationships of the research model in an omni-channel environment, in general, and in omni-channel banking, in particular. Furthermore, this research offers a comprehension of the omni-channel system from customer’s point of view, which is an insufficiently explored topic.



Hamouda, M. (2019), "Omni-channel banking integration quality and perceived value as drivers of consumers’ satisfaction and loyalty", Journal of Enterprise Information Management, Vol. 32 No. 4, pp. 608-625.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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