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Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty

Author

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  • Mitxel Cotarelo

    (Department of Marketing, University of Valencia, 46022 Valencia, Spain)

  • Teresa Fayos

    (Department of Marketing, University of Valencia, 46022 Valencia, Spain)

  • Haydeé Calderón

    (Department of Marketing, University of Valencia, 46022 Valencia, Spain)

  • Alejandro Mollá

    (Department of Marketing, University of Valencia, 46022 Valencia, Spain)

Abstract

Omni-channel retailing consists of the complete alignment of the different channels and touchpoints that generate a seamless experience for consumers, allowing them to move freely through all channels. The consumer’s perception of a seamless and consistent omni-channel experience is called intensity. This study reveals that this intensity in the shopping experience can offer value to consumers, and that intensity and shopping value also influence satisfaction and loyalty. We propose a relationship model that had been tested in a quantitative study with PLS, with a representative sample of buyers who had used the Click and Collect system. The main contribution of this study is to the literature on the analysis of omni-channels from the consumer experience perspective, through an in-depth analysis of the concepts of intensity and shopping value, as well as their relationship with satisfaction and loyalty. The results revealed the existence of a positive relationship between intensity and shopping value, and between these two variables and satisfaction and loyalty.

Suggested Citation

  • Mitxel Cotarelo & Teresa Fayos & Haydeé Calderón & Alejandro Mollá, 2021. "Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:5961-:d:561821
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    References listed on IDEAS

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    2. 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).

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