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How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics

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  • Gao, Wei
  • Li, Wenqian
  • Fan, Hua
  • Jia, Xingping

Abstract

Although a positive customer experience is known to be an important source of competitive advantage, it is unclear how customer experience can be effectively managed in an omnichannel setting. Drawing on goal theory, this study explores the effect of incongruity between online customer experience and offline customer experience on customer retention in an omnichannel context. It also examines the moderating effects of three channel characteristics: transparency, convenience, and seamlessness. Our hypotheses are tested with online survey data, and the results indicate that in an omnichannel context, customer experience incongruence has a negative effect on customer retention, but channel transparency, convenience, and seamlessness can effectively mitigate this negative effect. The findings have both theoretical implications for research related to omnichannel business and customer experience and practical implications for managers of omnichannel services.

Suggested Citation

  • Gao, Wei & Li, Wenqian & Fan, Hua & Jia, Xingping, 2021. "How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000539
    DOI: 10.1016/j.jretconser.2021.102487
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    Cited by:

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    3. 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.
    4. Pei-Ju Wu, 2023. "O2O switching determinants and successful drivers in omnichannel retailing services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 771-788, September.
    5. 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.
    6. Ben Mimoun, Mohamed Slim & Lancelot Miltgen, Caroline & Slama, Boulbeba, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Banik, Shanta, 2021. "Exploring the involvement-patronage link in the phygital retail experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Li, Biao & Mousa, Saeed & Reinoso, Johanna Rosali Reyes & Alzoubi, Haitham M. & Ali, Anis & Hoang, Anh Duong, 2023. "The role of technology innovation, customer retention and business continuity on firm performance after post-pandemic era in China’s SMEs," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 1209-1220.
    9. 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.
    10. Fan, Hua & Han, Bing & Gao, Wei, 2022. "(Im)Balanced customer-oriented behaviors and AI chatbots' Efficiency–Flexibility performance: The moderating role of customers’ rational choices," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    11. Xiongkai Tan & Sha Zhang & Hong Zhao, 2023. "Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 479-489, November.

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