Integrating or tailoring? Optimizing touchpoints for enhanced omnichannel customer experience

Purpose To successfully implement omnichannel strategies, companies are required to use physical and online touchpoints effectively. This research aims to explore how consumers interact with various omnichannel touchpoints and identify the positive outcomes for firms. Design/methodology/approach Drawing on the perspective of MRT and UGT, this study developed a comprehensive framework based on hypotheses and employed structural equation modeling to test it in Study 1. To further examine the effects of omnichannel touchpoints on customer experience and shopping behavior intentions, Study 2 used a between-subjects experimental design. Findings The results reveal that particular touchpoints positively influence specific dimensions of customer experience, affecting brand attitude, purchase intention and experience sharing. Findings also indicate that product types moderate the relationship between omnichannel touchpoints and customer experience, as well as the relationship between customer experience and brand attitude. Originality/value This research enriches interactive marketing literature on customer experience and omnichannel shopping, providing companies seeking omnichannel touchpoint design with solid theoretical insights and empirical evidence.