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Crafting the customer experience in omnichannel contexts: The role of channel integration

Author

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  • Gao, Wei
  • Fan, Hua
  • Li, Wenqian
  • Wang, Huiling

Abstract

Although the customer experience is a key factor in helping firms gain a competitive advantage, the knowledge regarding how to provide a superior customer experience in an omnichannel retailing environment remains limited. To fill this research gap, this study investigated and compared the effects of channel integration on cognitive and affective customer experiences. The findings suggest that integrated efforts encompassing promotion, product and price, and transaction information are more influential in enhancing the cognitive customer experience than the affective customer experience. Furthermore, integrated customer service has a weaker effect on the cognitive customer experience than on the affective customer experience. The results also indicate that integrated information access and order fulfillment do not differ significantly in their contributions to cognitive and affective customer experiences. These findings enhance the literature on the customer experience and channel integration. They also offer insightful implications for omnichannel retailers in terms of creating and managing the customer experience.

Suggested Citation

  • Gao, Wei & Fan, Hua & Li, Wenqian & Wang, Huiling, 2021. "Crafting the customer experience in omnichannel contexts: The role of channel integration," Journal of Business Research, Elsevier, vol. 126(C), pages 12-22.
    • Handle: RePEc:eee:jbrese:v:126:y:2021:i:c:p:12-22
    DOI: 10.1016/j.jbusres.2020.12.056
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    Citations

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    Cited by:

    1. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    2. Zhang, Peilin & Chao, Chih-Wei (Fred) & Chiong, Raymond & Hasan, Najmul & Aljaroodi, Hussain M. & Tian, Feng, 2023. "Effects of in-store live stream on consumers’ offline purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    3. Cocco, Helen & Demoulin, Nathalie T.M., 2022. "Designing a seamless shopping journey through omnichannel retailer integration," Journal of Business Research, Elsevier, vol. 150(C), pages 461-475.
    4. Xie, Chaohong & Chiang, Chung-Yean & Xu, Xianhao & Gong, Yeming, 2023. "The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Limeng Chai & Yicheng Wang, 2022. "Exploring the Sustainable Usage Intention of BOPS: A Perspective of Channel Integration Quality," Sustainability, MDPI, vol. 14(21), pages 1-16, October.
    6. Fan, Hua & Gao, Wei & Han, Bing, 2023. "Are AI chatbots a cure-all? The relative effectiveness of chatbot ambidexterity in crafting hedonic and cognitive smart experiences," Journal of Business Research, Elsevier, vol. 156(C).
    7. Li, Zonghuo & Guan, Xu & Mei, Wanxia, 2023. "Coupon promotion and its cross-channel effect in omnichannel retailing industry: A time-sensitive strategy," International Journal of Production Economics, Elsevier, vol. 258(C).
    8. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    10. Paula Rodríguez–Torrico & Sonia San-Martín & Rebeca San José Cabezudo, 2022. "¿Conectamos? El marketing relacional en la era del mix de canales," DOCFRADIS Working Papers 2204, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2022.
    11. Lim, Xin-Jean & Cheah, Jun-Hwa & Dwivedi, Yogesh K. & Richard, James E., 2022. "Does retail type matter? Consumer responses to channel integration in omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    12. Michael Boakye Yiadom & Madéle Tait, 2021. "Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana," Journal of Economics and Behavioral Studies, AMH International, vol. 13(2), pages 34-44.
    13. Intissar AYACHI & Rym ELAMRI TRABELSI, 2023. "Cross-Channel Integration and Consumer Loyalty: Mediating Effect of Consumer Empowerment and Satisfaction," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 1330-1344, December.
    14. Marisol Valencia Cárdenas & Mayerlin Roldán Sepúlveda & Diego Alejandro López Cadavid & Jorge Anibal Restrepo Morales & Juan Gabriel Vanegas López, 2022. "Omnicanalidad como estrategia competitiva: una revisión conceptual y dimensional," Estudios Gerenciales, Universidad Icesi, vol. 38(164), pages 370-384, September.
    15. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    16. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    17. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    18. Ruchi Mishra & Rajesh Kr Singh & Venkatesh Mani, 2023. "A hybrid multi criteria decision-making framework to facilitate omnichannel adoption in logistics: an empirical case study," Annals of Operations Research, Springer, vol. 326(2), pages 685-719, July.
    19. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    20. Xiaoxia Chen & Xiaofeng Su & Wenhe Lin & Anxin Xu & Jianhong Chen & Qiujin Zheng, 2022. "The Effect of Omnichannel Integration on Fresh Food Customer Engagement from the Viewpoint of Flow Experience," Sustainability, MDPI, vol. 14(21), pages 1-20, October.
    21. Prassida, Grandys Frieska & Hsu, Ping-Yu, 2022. "The harmonious role of channel integration and logistics service in Omnichannel retailing: The case of IKEA," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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