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

全渠道 调解 忠诚 个性化 客户体验 营销 忠诚商业模式 结构方程建模 业务 顾客满意度 心理学 计算机科学 服务质量 社会学 社会科学 服务(商务) 机器学习
作者
Xueting Zhang,Y.J. Park,Jaejin Park,Hao Zhang
出处
期刊:Journal of Retailing and Consumer Services [Elsevier BV]
卷期号:77: 103622-103622 被引量:10
标识
DOI:10.1016/j.jretconser.2023.103622
摘要

As omnichannel retailing becomes a more prominent and pervasive shopping method, customers' retail experiences are also changing. A key factor in developing customer loyalty is their level of satisfaction with the entire shopping experience provided by omnichannel retailers. Therefore, this study investigated the influencing factors of customer experience from the perspectives of objective omnichannel characteristics and subjective individual characteristics. The survey was conducted using a questionnaire from June 15 to July 15, 2022. Based on the data collected from 356 respondents, reliability, validity, path, structural equation model, and mediation analyses were verified using SPSS (27.0) and AMOS (27.0). The results demonstrated that among the omnichannel characteristics, only personalization positively affected the hedonic experience, while connectivity positively affected the utilitarian experience. Regarding individual characteristics, both personal innovativeness and self-efficacy had a positive impact on the hedonic experience, while only self-efficacy was shown to impact the utilitarian experience. Hedonic and utilitarian experiences both exhibited an influence on customer loyalty as components of customer experience. Furthermore, the mediation analysis revealed the mediating role of customer experience when omnichannel and individual characteristics affected customer loyalty. This study contributes to the research in the field of omnichannel customer experience and offers insightful implications for omnichannel retailers to provide optimal customer experience to improve customer loyalty.
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