The effects of information technology based retail channels integration on retail stores performance: mediating role of organizational Ambidexterity (case study: Rasht stores)

Information technology is a critical tool for companies to achieve the competitive advantage and organizational innovation. IT capability provides an appropriate opportunity for retailers to improve their relationships with customers and progress firms’ performance. Comes with advances in technology, retail industry by using Information technology has changed its business process from traditional to online channels. This paper, investigates the effects of IT based retail channel integration on retail stores performance, furthermore the mediating role of organizational ambidexterity as organizational capability in exploitation and exploration of growth opportunities has been examined. Research data has been collected from the retailer sales chains in Rasht city. Data was collected through questionnaires and analyzed by structural equation modeling and partial least squares algorithm. Findings show that retail channel integration based on information technology by mediated organizational ambidexterity influence on performance.

کلیدواژه ها:

retail channel integration ، Organizational Ambidexterity ، retail stores ، firm performance