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How do omnichannel customer experiences affect customer engagement? Theory and empirical validation

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

Abstract

To clarify the effect of the omnichannel customer experience (OCX) on customer engagement, this article empirically analyzes how OCX affects direct and indirect customer engagement intentions. Using data from two surveys (Study 1n = 312; Study 2n = 822) of U.S. omnichannel retail customers, the empirical findings demonstrate that the positive relationship between OCX and a measure of direct customer engagement (i.e., repurchase intentions) depends on the stage of the customer–retailer relationship. Customers’ novelty-seeking and time-consciousness traits strengthen the positive relationship of OCX with indirect measures of customer engagement (i.e., influence, feedback, and referral intentions). The findings caution against oversimplistic assumptions about how customer experiences create value in omnichannel retailing. To boost customers’ repurchase intentions, omnichannel retailers should employ different OCX strategies in different relationship stages. In addition, they can benefit from targeting customers who exhibit high inherent novelty seeking and time consciousness.

Suggested Citation

  • Rahman, Syed Mahmudur & Carlson, Jamie & Gudergan, Siegfried P. & Wetzels, Martin & Grewal, Dhruv, 2025. "How do omnichannel customer experiences affect customer engagement? Theory and empirical validation," Journal of Business Research, Elsevier, vol. 189(C).
    • Handle: RePEc:eee:jbrese:v:189:y:2025:i:c:s0148296325000190
    DOI: 10.1016/j.jbusres.2025.115196
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    2. Rahman, Syed Mahmudur & Carlson, Jamie & Chowdhury, Noman H. & Gudergan, Siegfried P. & Wetzels, Martin & Ringle, Christian M. & Grewal, Dhruv, 2026. "Omnichannel safe customer experience: how should it be measured? Does it affect customer well-being and retailers’ performance?," Journal of Business Research, Elsevier, vol. 202(C).
    3. Aman Sharma & Bhuvanesh Kumar Sharma & Soumya Soni & Soumita Kundu, 2026. "Multisensory engagement: The impact of digital marketing stimuli on in-store shopping experience and repurchase intentions," SN Business & Economics, Springer, vol. 6(2), pages 1-31, February.
    4. Rahman, Syed Mahmudur & Carlson, Jamie & Chowdhury, Noman H. & Gudergan, Siegfried P. & Wetzels, Martin & Grewal, Dhruv, 2025. "Share of time in omnichannel retailing: Definition and measurement," Journal of Retailing, Elsevier, vol. 101(2), pages 279-297.
    5. Pai, Peiyu & Tseng, Chung-Hui & Zhong, Jun-Yu & Huang, Wei-Jen, 2025. "Smart shopping meets sharing: Three-way interactions in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).

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