How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics

Wei Gao, Wenqian Li, Hua Fan and Xingping Jia

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

Abstract: Although a positive customer experience is known to be an important source of competitive advantage, it is unclear how customer experience can be effectively managed in an omnichannel setting. Drawing on goal theory, this study explores the effect of incongruity between online customer experience and offline customer experience on customer retention in an omnichannel context. It also examines the moderating effects of three channel characteristics: transparency, convenience, and seamlessness. Our hypotheses are tested with online survey data, and the results indicate that in an omnichannel context, customer experience incongruence has a negative effect on customer retention, but channel transparency, convenience, and seamlessness can effectively mitigate this negative effect. The findings have both theoretical implications for research related to omnichannel business and customer experience and practical implications for managers of omnichannel services.

Keywords: Customer experience incongruence; Omnichannel; Channel transparency; Channel convenience; Channel seamlessness (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000539

DOI: 10.1016/j.jretconser.2021.102487

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