Search results for "omni-channel"

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

2021

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 literat…