Effects of Customer Experience on Retailer Loyalty and Performance in an Omni-Channel Environment: Comparison between Department Stores and Discount Stores

Lee, Miah; Yi, Youjae

doi:10.17287/kmr.2019.48.1.211

Cited by 5 publications

(2 citation statements)

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“…The better the customer experience, the greater is the likelihood of repeating the same behaviour (Carlson et al, 2015). Research examining the effect of customer experience on customer reaction behaviour indicates that customer experience influences the amount consumed, detention time, shopping satisfaction and revisit or reuse intention (Brocato et al, 2012;Chang and Horng, 2010;Kim, 2011;Kim, 2019;Lee and Yi, 2019;Park and Pyun, 2018). Customer value plays an important role in predicting future behavioural intentions because it acts as a powerful motivator (Overby and Lee, 2006).…”

Section: Customer Journey Experience and Reuse Intentionmentioning

confidence: 99%

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

Zhang,

Park,

Park

2023

APJML

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PurposeThis study aims to investigate customers' personal innovativeness (PI) as an influencing factor of omni-channel customer experience throughout pre-purchase, purchase and post–purchase stages of the customer journey, and their subsequent influences on customers' reuse intention.Design/methodology/approachData were collected from customers who had experience with omni-channel shopping in South Korea through a questionnaire made with Naver Forms, both online and offline from 15 June to 15 July 2022. Out of the received responses, only valid and consistent questionnaires were considered for statistical analysis. In total, 272 valid samples were utilised for the final analysis. Analyses included reliability, validity, path, structural equation modelling and mediation effects, using SPSS and AMOS software.FindingsThe results revealed a significant influence of personal innovativeness on the omni-channel customer experience across all purchase stages. Personal innovativeness was found to influence the customer experience in the pre- and post–purchase stages, thus affecting reuse intention. However, it did not have the same effect in the purchase stage. The omni-channel experience customer experience also played an indirect mediating role in the relationship between personal innovativeness and reuse intention.Research limitations/implicationsFirst, personal innovativeness in the IT domain may be very prominent in studies examining innovative behaviours related to computing technology. Second, this study provides further understanding of customers' intentions to reuse omni-channel shopping. Third, the path analysis showed that personal innovativeness significantly affects customer experience at all pre-purchase, purchase and post–purchase stages of the customer journey. However, except for the purchase experience, both pre- and post–purchase experiences significantly impact customers' intention to reuse omni-channels and play a mediating role.Practical implicationsFirst, omni-channel retailers should launch new products, innovative promotional activities and explore new channels or new service modes to stimulate the need recognition of customers with high personal innovativeness. Second, omni-channel retailers should pay attention to the users' reviews of each channel because they play a key role in potential customers' purchase decisions. Third, offering customers a seamless shopping experience is essential as a marketing strategy for omni-channel retailing.Originality/valueThis study elucidates the causal relationship between personal characteristics and behaviour by dividing the omni-channel customer journey. In particular, personal innovativeness is identified as an important predictor of the intention to reuse omni-channels during the pre- and post–purchase stages. This suggests that omni-channel retailers need to strategically manage these stages to boost customers' reuse intention.

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Section: Customer Journey Experience and Reuse Intentionmentioning

confidence: 99%

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

Zhang,

Park,

Park

2023

APJML

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“…Augmented reality content also has strong potential in integrated marketing strategies that enhance online and offline experiences by applying digital information to the physical world [5]. In the shopping environment, where customers' experiences can be linked seamlessly across various channels, customer loyalty is not confined to only certain channels [56]. Beck and Crié [57] show that a VF app in a cross-channel context creates patronage for both the website and the physical store.…”

Section: Hypothesis 3 (H3) High Satisfaction With Vf Experience Impro...mentioning

confidence: 99%

Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

Rhee

Lee

2021

Sustainability

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The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as the COVID-19 pandemic. This study examined the relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, and offline purchase intention from an omnichannel perspective to understand how VF based on augmented reality (AR) impacts the customer purchase journey. The study also investigated the moderating effect of a customer’s product involvement, which is a personal characteristic. The results reveal that high satisfaction with the VF experience had a positive effect only on mobile purchase intentions. Brand advocacy formed after the VF experience had a positive effect on both mobile and offline purchase intentions and showed a mediating effect in the relationship between VF experience satisfaction and purchase intention. The moderating effect of product involvement was also confirmed. Moreover, a significantly negative influence of VF experience satisfaction on offline purchase intention was detected for customers who were more involved in sneakers products. These results indicate that VF, which is used as a tool in shopping apps, can achieve customer satisfaction and drive mobile purchases, thus leading to offline purchases based on brand advocacy.

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Demonstrating the influencing factors and outcomes of customer experience in omnichannel retail

Zhang,

Park,

Park

et al. 2024

Journal of Retailing and Consumer Services

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Effects of Customer Experience on Retailer Loyalty and Performance in an Omni-Channel Environment: Comparison between Department Stores and Discount Stores

Cited by 5 publications

References 0 publications

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

The effect of personal innovativeness on customer journey experience and reuse intention in omni-channel context

Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

Demonstrating the influencing factors and outcomes of customer experience in omnichannel retail

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