Factors Effecting Omnichannel Customer Experience: Evidence from Fashion Retail

Abstract

This research work was designed to investigate the changing dynamics of the retail landscape driven by omnichannel retailing, and to determine the effects on the omnichannel customer’s experience. The role of omnichannel customer behavior in the relation between omnichannel retailing and customer experience was assessed through a survey of 265 omnichannel customers of different fashion retail brands in Pakistan. The results of partial least squares structural equation modeling (PLS-SEM) showed a strong mediating effect of omnichannel customer behavior in channeling the drivers of omnichannel retailing towards an enhanced customer experience. Omnichannel retailing helps to enhance the customer experience via determinants of omnichannel integration, order fulfilment, usability and seamlessness. The research findings underpin the positive significant effect of all factors of omnichannel retailing on the customer experience. Among the four omnichannel retailing constructs, seamlessness emerged as a major direct and indirect contributor, followed by omnichannel integration and usability dimensions. Notwithstanding the small sample size, this research contributes to the omnichannel retailing landscape of Pakistan’s fashion retail industry by suggesting a functional approach for creating a fully integrated shopping experience and omnichannel strategies for fashion brands. Furthermore, it will also provide brands an opportunity to strengthen their customers’ experience throughout the buying channel.

Understanding the Continuance Intention of Omnichannel: Combining TAM and TPB

“…Among the respondents, 125 (47.7%) are male and 137 (52.3%) are female. This has a distribution very similar to the sample collected in a recent study related to omnichannel [78]. Those in their 20s have the highest frequency with 83, followed by those in their 30s with 71.…”

Exploring omnichannel strategies: a path to improve customer experiences

“…Such responses may involve various retail channels and result from a journey of touchpoints in the engagement, purchase, and after-sale situations (Siebert et al, 2020). An effective omnichannel approach will foster the ability to provide a seamless customer experience and eliminate perplexing situations that lead to dissatisfaction (Riaz et al, 2022). Therefore, it is crucial to understand customers' journey and allow them to move freely between the various points of contact, including virtual and physical connections (Kranzb€ uhler et al, 2018;Jacob et al, 2021;Mele et al, 2021).…”

“…Shen et al (2018) consider that this dimension lowers the perceived risk during a purchase. For example, some retailers have begun offering the option to exchange or return items regardless of the channel where it was bought (Riaz et al, 2022). Moreover, fashion retailers offer click-and-collect options, multiple payment solutions, and self-checkout machines.…”

“…, 2020). An effective omnichannel approach will foster the ability to provide a seamless customer experience and eliminate perplexing situations that lead to dissatisfaction (Riaz et al. , 2022).…”

The Agency of Consumer Value and Behavioral Reasoning Patterns in Shaping Webrooming Behaviors in Omnichannel Retail Environments

“…Fashion retailers in Pakistan are currently endeavoring to transform into lifestyle brands through the adoption of omnichannel retail strategies and connecting with customers through various touch points. However, certain fashion retailers underutilize basic Internet commerce functions and mobile platforms, which impedes the usefulness and coherence of the omnichannel retail environment [31]. The relevant study context has been the fashion apparel industry.…”