Abstract:
In the twenty first century, every organization a.re operating in a very competitive
environment and banking sector's environment is also very competitive. In this
situation, it is very important to enhance multichannel transaction in retailer industry.
This study aims to investigate the impact of multi-channel integration service quality
on retailer brand equity, with a mediating role of brand trust, in the context of
Hambantota District.
Structured questionnaire was used as the method of data collection and selected 300
retail customers with online and offline shopping experiences in the same retailer in
Hambantota district as the sample of this study. Convenience sampling method used
to make the sampling frame and quantitative research approach used for this study.
The data were analyzed using descriptive statistics, correlation, regression analysis
and mediation analysis.
The result indicates that multichannel integration service quality, retailer brand equity
and brand trust are in high level in retailer sector and there is a strong positive
relationship among all variables. And also results indicated that there is a partial
mediation effect of brand trust towards multichannel integration service quality and
brand trust. Furthermore, a comprehensive discussion on the results referring to
literature, managerial implications of the study findings, and further research areas
have been discussed in the latter part of this study.
