Title: Antecedents and outcomes of omnichannel retail customer experience

Authors: Hai Ninh Nguyen; Manh Dung Tran

Addresses: Department of Marketing and Communication, School of International Business and Economics, Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam ' National Economics University, 207 Giai Phong, Hai Ba Trung, Ha Noi, Vietnam

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.

Keywords: showrooming; webrooming; channel integration; customer experience; omnichannel; customer behavioural intention.

DOI: 10.1504/IJEMR.2023.129883

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.2, pp.171 - 189

Received: 07 Jun 2021
Accepted: 24 Aug 2021
Published online: 03 Apr 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article