Influence of Channel Synergy and Channel Conflict on Channel Performance in Omni-Channel Retailing

Various retail enterprises have started strategic layout in omni-channel this year. The number of omni-channel customers has been exploded. Retail enterprises begin their attempt of improving the comprehensive customer experience in all channels in order to improve their channel performance. This study uses empirical methods to reveal that channel synergy has a positive influence on channel performance, while channel conflict has no significant impact on channel performance; meanwhile, it verifies that comprehensive customer experience plays an intermediary role in the influence of channel synergy and channel conflict on channel performance.