Service integration in omnichannel retailing and its impact on customer experience

Sara Quach, Mojtaba Barari, Moudrý, Dann Vit and Ken Quach

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: Although omnichannel retailing has received considerable attention from scholars and practitioners in recent years, its impacts on customer experience and relationship outcomes remain unclear. Therefore, this study aims to examine the effects of two components of service integration in omnichannel retailing, namely service consistency and service transparency, on customer experience (i.e. flow and perceived privacy risk), and customer loyalty. Flow theory and hyperbolic discounting theory are employed to underpin these relationships. The data was collected using an online survey with 786 useable responses. Our findings indicate that service consistency has a direct and significant impact on flow and perceived risk while only the effect of service transparency on flow is significant. Moreover, both flow and perceived risk are related to customer loyalty to a retailer. Furthermore, it is found that showrooming behaviour and location-based service usage moderate the relationship between service consistency and privacy risk. The findings of the research provide important implications for a retailer regarding the development, implementation and management of omnichannel strategy.

Keywords: Omnichannel; Service integration; Customer experience; Retailing; Flow theory; Hyperbolic discounting theory (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698920312753

DOI: 10.1016/j.jretconser.2020.102267

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