Antecedents and outcomes of omnichannel retail customer experience

Hai Ninh Nguyen and Manh Dung Tran

International Journal of Electronic Marketing and Retailing, 2023, vol. 14, issue 2, 171-189

Abstract: This research applies the concept of customer experience to omnichannel retail model and explores its antecedents and consequences. A conceptualised model was proposed to investigate the relationships among showrooming, webrooming, channel integration and omnichannel customer experience; relationships among the omnichannel customer experience and customer satisfaction, customer-brand engagement and word-of-mouth intention. 238 valid responses were obtained from surveys taken with customers of three biggest digital retailers in Vietnam which penetrating over 50% of the whole market share. Partial least square-structural equation modelling was employed to assess hypotheses. The results show that: 1) webrooming, showrooming and channel integration are the antecedents of the omnichannel customer experience; 2) omnichannel customer experience has three dominant outcomes as customer satisfaction, customer-brand engagement and word-of-mouth intention; 3) omnichannel customer experience plays the significant role in leading the customer satisfaction and webrooming has powerful role in enhancing customer experience.

Keywords: showrooming; webrooming; channel integration; customer experience; omnichannel; customer behavioural intention. (search for similar items in EconPapers)
Date: 2023
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