Antecedents and outcomes of omnichannel retail customer experience
by Hai Ninh Nguyen; Manh Dung Tran
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 14, No. 2, 2023

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.

Online publication date: Mon, 03-Apr-2023

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