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A moderated mediating mechanism of omnichannel customer experiences

A moderated mediating mechanism of omnichannel customer experiences The purpose of the paper is to create a well-integrated and unified customer experience anytime, anywhere, through any channel is the leading objective of omnichannel retailers. Scholars advocate the crucial role of channel integration quality (CIQ)–specifically its components of channel-service configuration and integrated interactions–in formulating the customer experience, which in turn determines their patronage intention. However, a dearth of research exists on the dynamic nature of this particular mechanism. The potential mediating and moderating effects of customer empowerment and Internet usage have hardly been considered at all in the context of omnichannel retailing. These research gaps will be addressed in this study.Design/methodology/approachBased on a data set of 312 omnichannel customers, the partial least square–structural equation model (PLS-SEM) was employed to test the hypothesised relationships.FindingsThe results reveal the dynamic mechanism in which channel-service configuration and integrated interactions are the key factors that not only directly enable omnichannel retailers to deliver customers with a seamless shopping experience but also empower customers to shape their own consumption experiences. The findings also demonstrate the contingency role of consumers' Internet usage in such a dynamic mechanism. Finally, the notion that a strong customer experience increases their intention for patronage is supported by the empirical evidence.Originality/valueThis study contributes to the existing literature by quantitatively examining the moderated mediating mechanism of forming customer experience and its subsequent patronage behaviour in the context of omnichannel retailers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

A moderated mediating mechanism of omnichannel customer experiences

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References (65)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0959-0552
DOI
10.1108/ijrdm-02-2020-0054
Publisher site
See Article on Publisher Site

Abstract

The purpose of the paper is to create a well-integrated and unified customer experience anytime, anywhere, through any channel is the leading objective of omnichannel retailers. Scholars advocate the crucial role of channel integration quality (CIQ)–specifically its components of channel-service configuration and integrated interactions–in formulating the customer experience, which in turn determines their patronage intention. However, a dearth of research exists on the dynamic nature of this particular mechanism. The potential mediating and moderating effects of customer empowerment and Internet usage have hardly been considered at all in the context of omnichannel retailing. These research gaps will be addressed in this study.Design/methodology/approachBased on a data set of 312 omnichannel customers, the partial least square–structural equation model (PLS-SEM) was employed to test the hypothesised relationships.FindingsThe results reveal the dynamic mechanism in which channel-service configuration and integrated interactions are the key factors that not only directly enable omnichannel retailers to deliver customers with a seamless shopping experience but also empower customers to shape their own consumption experiences. The findings also demonstrate the contingency role of consumers' Internet usage in such a dynamic mechanism. Finally, the notion that a strong customer experience increases their intention for patronage is supported by the empirical evidence.Originality/valueThis study contributes to the existing literature by quantitatively examining the moderated mediating mechanism of forming customer experience and its subsequent patronage behaviour in the context of omnichannel retailers.

Journal

International Journal of Retail & Distribution Management – Emerald Publishing

Published: May 17, 2021

Keywords: Omnichannel retailers; Channel integration quality; Customer experience; Customer empowerment

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