IDEAS home Printed from https://ideas.repec.org/a/ids/ijemre/v15y2024i5p621-638.html
   My bibliography  Save this article

Effects of seamless omnichannel experience on customer behavioural outcomes

Author

Listed:
  • Tanya Singh
  • Shivendra Kumar Pandey

Abstract

Creating a seamless experience (SE) across all touchpoints has become a challenge for omnichannel retailers. Therefore, it is imperative for retailers to understand SE and its effects on crucial customer behaviours. The objective of the current study is to examine the impact of SE on the behavioural outcomes of customers in India. Partial least squares (PLS) two-stage approach was used to perform structural equation modelling (SEM). The results revealed that SE positively correlates with customer repurchase intention (RI), word of mouth (WOM), customer influence behaviour, and brand love (BL). Social media has a significant role during omnichannel shopping, customer comments can be highly influential in making or breaking the image of a retailer. Retailers should therefore encourage customers' engagement in the omnichannel purchasing process by designing a pleasurable and smooth shopping experience.

Suggested Citation

  • Tanya Singh & Shivendra Kumar Pandey, 2024. "Effects of seamless omnichannel experience on customer behavioural outcomes," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 15(5), pages 621-638.
    • Handle: RePEc:ids:ijemre:v:15:y:2024:i:5:p:621-638
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=140819
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijemre:v:15:y:2024:i:5:p:621-638. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=43 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.