 Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfactionAisha Muthaffar and Sonia Vilches-Montero Journal of Retailing and Consumer Services, 2023, vol. 75, issue C Abstract: We draw on bounded rationality theory to examine the drivers of omnichannel journey satisfaction. By examining the omnichannel journey as a holistic experience (as opposed to a sequence of individual channel decisions), our research demonstrates that maximisation as a goal can increase shoppers' satisfaction with the omnichannel journey. Findings of three studies lend support to the notion that shopping mindsets should not be taken exclusively as an individual trait, but also as a mindset state which can be situationally activated within the omnichannel setup. We show that omnichannel shoppers should be encouraged to maximise their decision outcomes and to embrace the superior enjoyment and achievements that the omnichannel experience has to offer. In contrast to past research, we recommend that looking back into individuals' specific channel choices, channel use and shopping journey's configuration should be discouraged. We discuss theoretical and practical implications for researchers and retailers alike. Keywords: Omnichannel journey; Omnichannel satisfaction; Decision-making styles; Bounded rationality theory (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002874 DOI: 10.1016/j.jretconser.2023.103536 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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