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

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

Abstract

Efforts to measure customer experiences (CX) in multifaceted, omnichannel, retail contexts are crucial but lacking research guidance. Prior service quality literature has established methods for measuring CX in traditional, single-channel contexts but not adapted such measures to omnichannel contexts. With a mixed method research design and studies in eight phases, the authors propose a comprehensive measurement instrument that incorporates a schema- and categorization-based theoretical conceptualization of how customers assess omnichannel retail experiences; they also integrate means–end chain theory to explain perceived omnichannel customer experience (OCX) as a construct. This construct captures multiple omnichannel evaluation dimensions: social communications, value, personalization, customer service, consistency of both product availability and prices across channels, information safety, delivery, product returns, and loyalty programs. Multiple applications of the measurement model empirically confirm the suitability of this instrument in consumer goods omnichannel retail settings. Its 36 items reflect nine first-order quality dimensions that combine to form the overall, second-order OCX construct. The measurement instrument offers sound psychometric properties, as confirmed by several reliability and validity tests, and predicts customer behavior reliably across studies. Thus, the OCX measurement instrument offers utility for theory, management practice, and further research.

Suggested Citation

  • Rahman, Syed Mahmudur & Carlson, Jamie & Gudergan, Siegfried P. & Wetzels, Martin & Grewal, Dhruv, 2022. "Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact," Journal of Retailing, Elsevier, vol. 98(4), pages 611-632.
    • Handle: RePEc:eee:jouret:v:98:y:2022:i:4:p:611-632
    DOI: 10.1016/j.jretai.2022.03.003
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    2. Hallikainen, Heli & Luongo, Milena & Dhir, Amandeep & Laukkanen, Tommi, 2022. "Consequences of personalized product recommendations and price promotions in online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    3. Nicole F. Richter & Sven Hauff & Christian M. Ringle & Siegfried P. Gudergan, 2022. "The Use of Partial Least Squares Structural Equation Modeling and Complementary Methods in International Management Research," Management International Review, Springer, vol. 62(4), pages 449-470, August.
    4. Klaus, Phil & Kuppelwieser, Volker G. & Heinonen, Kristina, 2023. "Quantifying the influence of customer experience on consumer share-of-category," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. Fidan Kurtaliqi & Caroline Lancelot Miltgen & Giampaolo Viglia & Gaëlle Pantin-Sohier, 2024. "Using advanced mixed methods approaches: Combining PLS-SEM and qualitative studies," Post-Print hal-04354479, HAL.
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