Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Does integrated store service quality determine omnichannel customer lifetime value? Role of commitment, relationship proneness, and relationship program receptiveness Subject The topic of the resource Customer lifetime value; Integrated store; Relationship marketing; Relationship program receptiveness; Relationship proneness; Service quality; SOR theory Description An account of the resource Purpose: Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ) on the omnichannel customer lifetime value (CLV). The mediating role of customer commitment (affective, normative and continuance) and relationship program receptiveness with the moderating role of customer relationship proneness were relied upon to better understand the omnichannel customer profitability metric (CLV). Design/methodology/approach: The study is descriptive and relies upon the cross-sectional data collected using the self-administered structured questionnaires from 785 omnichannel shoppers. A purposive sampling technique was performed in the study. Structural equation modeling was performed using the SMART-PLS 4.0 software to analyze the data. Findings: The results indicate that omnichannel customer commitment (affective, normative and continuance) differentially mediates the relationship between ISSQ and relationship program receptiveness, subsequently impacting the omnichannel CLV. The customer relationship proneness significantly and positively moderated the relationships between different dimensions of customer commitment and relationship program receptiveness. Research limitations/implications: The study relied upon the cross-sectional data from the Indian population aged above 18years for testing the proposed model. Further studies could test the model across different populations to generalize the study results. Originality/value: This study addresses the need to investigate the omnichannel retail store customer profitability and their relationship performance with the store. By testing the customer relationship management model in the omnichannel retail store context, this study is the first to show that ISSQ will impact the customer profitability and relationship performance metric (CLV) through omnichannel customer commitment and relationship program receptiveness. The moderating effect of customer relationship proneness on a few proposed hypotheses was also tested to give managerial recommendations. 2024, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Natarajan T.; Veera Raghavan D.R. Source A related resource from which the described resource is derived TQM Journal Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/TQM-09-2023-0276" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/TQM-09-2023-0276</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85182198059&amp;doi=10.1108%2FTQM-09-2023-0276&amp;partnerID=40&amp;md5=905365318c64359989c1066eb1e73a01" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85182198059&amp;doi=10.1108%2fTQM-09-2023-0276&amp;partnerID=40&amp;md5=905365318c64359989c1066eb1e73a01</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 17542731 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Natarajan T., National Institute of Technology Tiruchirappalli, Tiruchirappalli, India; Veera Raghavan D.R., Department of Management Studies, National Institute of Technology Tiruchirappalli, Tiruchirappalli, India, School of Business and Management, Christ University, Bangalore, India