Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty

Mitxel Cotarelo, Teresa Fayos, Haydeé Calderón and Alejandro Mollá
Additional contact information
Mitxel Cotarelo: Department of Marketing, University of Valencia, 46022 Valencia, Spain
Teresa Fayos: Department of Marketing, University of Valencia, 46022 Valencia, Spain
Haydeé Calderón: Department of Marketing, University of Valencia, 46022 Valencia, Spain
Alejandro Mollá: Department of Marketing, University of Valencia, 46022 Valencia, Spain

Sustainability, 2021, vol. 13, issue 11, 1-17

Abstract: Omni-channel retailing consists of the complete alignment of the different channels and touchpoints that generate a seamless experience for consumers, allowing them to move freely through all channels. The consumer’s perception of a seamless and consistent omni-channel experience is called intensity. This study reveals that this intensity in the shopping experience can offer value to consumers, and that intensity and shopping value also influence satisfaction and loyalty. We propose a relationship model that had been tested in a quantitative study with PLS, with a representative sample of buyers who had used the Click and Collect system. The main contribution of this study is to the literature on the analysis of omni-channels from the consumer experience perspective, through an in-depth analysis of the concepts of intensity and shopping value, as well as their relationship with satisfaction and loyalty. The results revealed the existence of a positive relationship between intensity and shopping value, and between these two variables and satisfaction and loyalty.

Keywords: omni-channel; intensity; shopping value; satisfaction; loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://www.mdpi.com/2071-1050/13/11/5961/pdf (application/pdf)
https://www.mdpi.com/2071-1050/13/11/5961/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:11:p:5961-:d:561821

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().