Published Online:July 2026
Product Name:The IUP Journal of Knowledge Management
Product Type:Article
Product Code:IJKM030726
DOI:10.71329/IUPJKM/2026.24.3.61-90
Author Name:Maruti N Sadavar, Arifur Rehman H Shaikh and Indrajit Doddanavar
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:61-90
The ongoing digital transformation of higher education has led educational institutions to deliver learning and support services through multiple physical and digital channels. However, limited empirical research has examined how the integration of these channels—conceptualized as omnichannel integration— shapes students’ psychological responses and educational decision-making. Grounded in servicedominant logic, student engagement theory, and decision-making perspectives, this study investigates the impact of omnichannel integration in educational services on student engagement, student satisfaction, and student choice behavior. A quantitative, cross-sectional research design was employed, and data were collected from undergraduate and postgraduate students who had experienced both offline and online learning environments. Structural equation modeling was used to test the proposed conceptual model and associated mediation effects. The results reveal that omnichannel integration significantly influences student engagement, student satisfaction, and student choice behavior. Student engagement emerged as a central mechanism, exerting strong direct effects on both satisfaction and choice behavior. Furthermore, student engagement and student satisfaction jointly act as serial mediators, explaining how omnichannel integration translates into favorable student choice outcomes. The presence of both direct and indirect effects indicates partial mediation, highlighting the multifaceted role of omnichannel integration in educational contexts.
In recent years, the rapid advancement of digital technologies, the rise of flexible learning models, and the changing expectations of learners have markedly affected the educational landscape. Today, learners navigate educational environments that combine the physical campus, online learning systems, mobile apps, and various forms of virtual assistance.