Purpose : This paper aimed to investigate the relationship between channel integration (CI) and customer loyalty in the context of an omnichannel environment, while examining the mediating role of customer satisfaction. The study validated established relationships in an omnichannel marketing environment.

Design/Methodology/Approach : The current study used a quantitative research design wherein data were obtained through a structured questionnaire using a 5-point Likert scale. Data were collected from 450 respondents who used JioMart’s omnichannel services in South Odisha and analyzed using structural equation modeling (SEM).

Findings : The current study investigated the relationships between CI, customer satisfaction, and customer loyalty in an omnichannel marketing environment by means of SEM. The findings showed that CI had a positive impact on customer satisfaction and loyalty. Customer satisfaction resulted in greater loyalty. Furthermore, satisfaction partially mediated the relationship between CI and loyalty, suggesting that integration influenced loyalty predominantly through customer satisfaction.

Practical Implications : It was deemed important that managers focus on CI to improve customer satisfaction, which in turn could develop their loyalty toward a particular brand. It appeared essential that a seamless experience could be provided to customers through holistic integration of channels. As CI influenced loyalty both directly and, more strongly, through customer satisfaction, businesses need to integrate technology to strengthen both pathways.

Originality/Value : The paper made a valuable contribution to the body of knowledge as it empirically tested the mediating effect of customer satisfaction on the relationship between CI and customer loyalty.

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