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How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior

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  • Yin, Chin-Ching
  • Chiu, Hung-Chang
  • Hsieh, Yi-Ching
  • Kuo, Chia-Yu

Abstract

The opportunities and challenges of omnichannel in retail industry have been widely discussed, yet despite these benefits, the key elements that constitute an effective omnichannel and how customers respond to omnichannel retailing strategies remain unclear. This research conducted online surveys to test the effects of omnichannel elements on various brand experiences and customer retention, considering the moderating role of purchase behavior. The results indicate that omnichannel elements (integration, individualization, and interaction) are generally helpful in retaining customers, through omnichannel elements influence brand experiences differently. In addition, these omnichannel elements have different influences on customer retention due to different purchase behaviors. The findings suggest that retailers can use different omnichannel strategies to attract customers’ purchases and provide insights for practitioners who want to use omnichannel strategies to deliver superior experiences for customers.

Suggested Citation

  • Yin, Chin-Ching & Chiu, Hung-Chang & Hsieh, Yi-Ching & Kuo, Chia-Yu, 2022. "How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    • Handle: RePEc:eee:joreco:v:69:y:2022:i:c:s0969698922001631
    DOI: 10.1016/j.jretconser.2022.103070
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    2. Lee, Jiyoung & Yu, Jongsik & Radic, Aleksandar & Han, Heesup, 2024. "Uncovering air traveler purchase behavior: Influence of airline goods product characteristics towards repurchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Wang, Hua & Xie, Yanle & Wang, Cuicui, 2023. "The retailer's brand promotion strategy under competition: The impact of supply uncertainty," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Pang, Hua & Ruan, Yang & Zhang, Kaige, 2024. "Deciphering technological contributions of visibility and interactivity to website atmospheric and customer stickiness in AI-driven websites: The pivotal function of online flow state," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Mohammad Shirazian & Imran Khan & Faraz Sadeghvaziri & Elham Ebrahimi, 2024. "Development and validation of a scale for measuring E-retail brand experience," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(5), pages 4157-4180, October.
    6. Sharma, Neeru & Fatima, Johra Kayeser, 2024. "Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

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