184 Managing Multichannel Integration, Designing Perceived Affordances, and Developing Customer Relationship in the Online and Offline Retailing In addition, affordance theory has been used by researchers to better understand different organizational information and communication technologies (Koroleva and Kane, 2017; Sheer and Rice, 2017). This study extends the scope and shows perceived affordances create economic and relational values, which in turn enhance satisfaction and through which loyalty are achieved. Meanwhile, few studies have systematically examined reinforcement effects of multichannel retailing. We believe that identifying these relationships will offer insights for multichannel retailers into how to promote customers’ online satisfaction and loyalty according to their offline satisfaction and loyalty. 6. Managerial Implications The range of retailing has been enlarged by considering issues, such as management of customer relationships and integration of the retailing mix across channels (Verhoef et al., 2015). From a practical perspective, our findings offer multichannel retailers useful strategies to increase online and offline loyalty depending on the improvement of multichannel integration, perceived affordances, economic value, relational value, and online and offline satisfaction. This study has applied the SOR theory to examine the relationships between the multichannel integration, perceived affordances and loyalty behaviors. We explore the Figure 2 Multichannel Integration, Perceived Affordances and the Consequences
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