Digitalisation and omni-channel strategies: insights from South Korea and Vietnam

Purpose This study explains how digitalisation types (hard-tech vs. soft-tech) shape omni-channel integration mechanisms and translate into customer satisfaction across institutional contexts. Design/methodology/approach Survey data from omni-channel users in South Korea and Vietnam were analysed using partial least squares structural equation modelling to examine pathways linking digitalisation, operational integration and customer satisfaction. Findings The results show that digitalisation does not uniformly enhance customer satisfaction directly but also operates through differentiated integration mechanisms. Hard-tech and soft-tech exert distinct effects on customer service, order fulfilment, and promotion integration, which drive satisfaction. The strength and significance of these pathways vary across contexts, indicating that integration effectiveness is contingent on institutional and market conditions. Research limitations/implications The study focuses on two countries and primarily examines technological and operational dimensions. Future research may extend this mechanism-based perspective to additional contexts and incorporate organisational and behavioural factors. Originality/value This study advances omni-channel research by shifting the focus from direct effects of digitalisation to integration mechanisms through which value is created. By unpacking the differentiated roles of hard-tech and soft-tech and demonstrating their context-dependent effects, the study offers a more nuanced explanation of how digitalisation translates into satisfaction through specific omni-channel integration mechanisms.