The impact of multichannel integration of service quality and customer experience on repurchase intention based on data mining

Under the dual factors of the rapid development of network technology and the transformation of consumer behavior, major enterprises have sought innovation and transformation, but most of them do not have a clear idea of effective multi-channel integration. This paper collects the browsing records of new users on the Tmall platform in 2023 as sample data for empirical analysis. The data visualization and analysis of the repurchase rates of different stores, genders, and ages reveal that the repurchase rates of different stores, genders, and ages are different. As far as different genders are concerned, the repurchase rate of women is higher than that of men, and its probability distribution is between 0.06 and 0.1. Based on the S-O-R theory, combined with the multiple regression analysis method, it is found that service quality and customer experience play a positive influence on customers' repurchase, and for every 1 unit improvement in service quality and customer experience, customers' repurchase willingness will increase by 0.124 and 0.257 respectively. Perceived value has a moderating effect on service quality and customer experience during the process of influencing customers' willingness to repurchase. For example, for every 1 unit increase in hedonic value and service quality, hedonic value, and customer experience, the repurchase willingness of customers increases by 0.423 and 0.416, respectively. The research in this paper provides effective technical support for enterprises, stores, and platforms to formulate precise marketing plans, reduce costs, and increase efficiency. © 2024 Enxi Liu, published by Sciendo.