Effects of seamless omnichannel experience on customer behavioural outcomes

Tanya Singh and Shivendra Kumar Pandey

International Journal of Electronic Marketing and Retailing, 2024, vol. 15, issue 5, 621-638

Abstract: Creating a seamless experience (SE) across all touchpoints has become a challenge for omnichannel retailers. Therefore, it is imperative for retailers to understand SE and its effects on crucial customer behaviours. The objective of the current study is to examine the impact of SE on the behavioural outcomes of customers in India. Partial least squares (PLS) two-stage approach was used to perform structural equation modelling (SEM). The results revealed that SE positively correlates with customer repurchase intention (RI), word of mouth (WOM), customer influence behaviour, and brand love (BL). Social media has a significant role during omnichannel shopping, customer comments can be highly influential in making or breaking the image of a retailer. Retailers should therefore encourage customers' engagement in the omnichannel purchasing process by designing a pleasurable and smooth shopping experience.

Keywords: SE; omnichannel retailing; consumer behaviour; customer satisfaction; customer touchpoints. (search for similar items in EconPapers)
Date: 2024
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