Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact

Rahman, Syed Mahmudur; Carlson, Jamie; Gudergan, Siegfried P.; Wetzels, Martin; Grewal, Dhruv

doi:10.1016/j.jretai.2022.03.003

Cited by 64 publications

(60 citation statements)

References 83 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Customer experience, a multidimensional construct which consists of satisfaction with experiences, was measured by three items, while positive emotion was measured by ten items taken from Le and Nguyen-Le (2020). Value and customer service constructs were measured by four items taken from Rahman et al (2022).…”

Section: Methodology and Measurementmentioning

confidence: 99%

See 1 more Smart Citation

Factors Affecting the Omnichannel Customer Experience: Evidence from Grocery Retail in Saudi Arabia

Alsaid

Almesha²

2023

IJMIT

View full text Add to dashboard Cite

The retail industry has been affected by advanced technology: Different channels have been connected to offer a seamless customer experience, leading to a shift from a multichannel to an omnichannel strategy. Both academia and industry have focused on this phenomenon in order to serve customers effectively. This study aims to explore the impact of omnichannel capability, customer service, and value on customer experience. In order to collect data, an online survey was administered to consumers who have experience buying from retailers via online and physical stores. To test the research hypotheses, structural equation modeling (SEM) was employed. Our findings indicate that customer service and value have a direct and significant impact on customer experience. Furthermore, it is found that omnichannel capability plays no significant role in customer experience.

show abstract

Section: Methodology and Measurementmentioning

confidence: 99%

“…Customer service Rahman et al, 2022 CSER1c XYZ provides courteous customer service across all channels.…”

Section: Construct Operationalizationmentioning

confidence: 99%

Factors Affecting the Omnichannel Customer Experience: Evidence from Grocery Retail in Saudi Arabia

Alsaid

Almesha²

2023

IJMIT

View full text Add to dashboard Cite

show abstract

“…Personalization plays an important role in the digital era, especially in an omnichannel context, because channel integration has enormous potential to enhance customer experience and provide more personalized information (Hänninen et al, 2018). Personalization should provide excellent services, products, and transactional environments to meet the needs in creating customer journeys (Rahman et al, 2022). Furthermore, Personalization can enhance the playful customer experience of omnichannel context, and since customers spend the same amount of time in this context, they pay more attention to their preferred products when content is personalized and engaging (Lambillotte et al, 2022).…”

Section: Literature Review and Hypotheses Development Personalizationmentioning

confidence: 99%

“…Since customers spend the same amount of time in this context when content is personalized, they pay more attention to their favorite products (Lambillotte et al, 2022). Personalization should provide customized services, products, and transactional environments to meet customer journey requirements (Rahman et al, 2022). Certainly, Salonen & Karjaluoto (2016) focus on personalization research should move toward the incorporation of psychological factors, like emotions, into the personalization process.…”

Section: Introductionmentioning

confidence: 99%

New Journey Through Young Customer Experience in Omnichannel Context: The Role of Personalization

Rahmawati

Arifin²

2022

JMTT

View full text Add to dashboard Cite

Objective: This study investigates the relationship between personalization and customer experience, with emotion and cognitive as the components through which the result repeats purchase intention. Design/Methods/Approach: This study uses purposeful sampling to enroll research participants based on the research objective. A total of 429 respondents met the criteria, and the hypotheses were tested using Smart PLS 3 software with Partial least squares (PLS) structural equation modeling. Findings: The results of this study confirm that customer experience is a significant attribute of consumer behavior in the omnichannel context. Specifically, the main findings of our research indicate that emotions and cognitive processes are influenced by personalization, a relationship that has been established in the online context. The findings also indicate that the emotional and cognitive components of the customer experience can influence purchase intention. Originality: Our framework is based on previous research and applies to a new construct with new phenomena. Practical/Policy implication: Our finding demonstrates that a better customer experience in an omnichannel context has a beneficial effect on repeat purchase intention, indicating that personalization might influence purchasing behavior. In essence, our finding enables companies to understand the linked nature of variables and consequently prioritize marketing initiatives in an omnichannel context.

show abstract

“…Yang and Ji [54] considered three mechanisms associated with managing consumer returns for an omnichannel retailer: BORS, return insurance and a virtual try-on experience. There are other topics in omnichannel retailing, such as customer experience [55,56], channel integration [3,52], and handling of demand uncertainty [57]. Although issues related to omnichannel retailing, particularly channel pricing strategies, have been widely explored, the existing works mainly focus on the conditions for adopting omnichannel fulfillment options, and research on coupon promotion and inventory control is scarce.…”

Section: Omnichannel Retailingmentioning

confidence: 99%

Digital Coupon Promotion and Inventory Strategies of Omnichannel Brands

Zhang

2022

Axioms

View full text Add to dashboard Cite

This paper investigates when an omnichannel brand should offer digital coupons in the online and buy-online-and-pick-up-in-store (BOPS) channels and, if so, the joint decision of coupon face value and store inventory. The impact of a digital coupon promotion on store inventory is also explored. Two scenarios are considered, one where consumers’ costs in the online and store channels are homogeneous and another in which they are heterogeneous, and two newsvendor models, with and without a coupon promotion, are constructed under each scenario. The results show that the issuance of coupons improves the omnichannel brand’s profit when the price is high and the coefficient of the difference in valuation between two types of consumers is low in the homogeneous scenario. In the heterogeneous scenario, the brand prefers the coupon promotion when the price is high or moderate and the coefficient of the difference in valuation between two types of consumers is high. In addition, offering a coupon promotion yields a higher store inventory in most cases. However, store inventory is decreased in some special cases in the homogeneous scenario. Moreover, an increased hassle cost in the BOPS channel significantly lowers the offline demand and profit increase from a digital coupon promotion. Furthermore, a coupon promotion is more likely to benefit both the brand and consumers as the cross-selling revenue increases. These results provide guidance for omnichannel brands to implement coupon promotions and adjust store inventory with stochastic demand.

show abstract

Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact

Cited by 64 publications

References 83 publications

Factors Affecting the Omnichannel Customer Experience: Evidence from Grocery Retail in Saudi Arabia

Factors Affecting the Omnichannel Customer Experience: Evidence from Grocery Retail in Saudi Arabia

New Journey Through Young Customer Experience in Omnichannel Context: The Role of Personalization

Digital Coupon Promotion and Inventory Strategies of Omnichannel Brands

Contact Info

Product

Resources

About