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Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty

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  • Wanmo Koo

    (Western Illinois University, USA)

Abstract

To meet the expectations of recent consumers who use multiple channels for different purposes throughout their shopping journey, omni-channel retailers try to offer additional services that provide consumers with a seamlessly connected shopping experience across multiple channels. After identifying omni-channel services, the study finds three core omni-channel services (i.e., shipping from store, integrated branding, and social media operation) that affect loyalty via satisfaction. Omni-channel retailers can prioritize their investment based on the results. Specific ways to improve the core omni-channel services are also discussed.

Suggested Citation

  • Wanmo Koo, 2020. "Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty," International Journal of E-Business Research (IJEBR), IGI Global, vol. 16(2), pages 32-46, April.
    • Handle: RePEc:igg:jebr00:v:16:y:2020:i:2:p:32-46
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