Analysing the Impact of Omni-channel Customer Delight on Repurchase Intention

Abstract

Merely satisfying the customers is not enough; delighting them by offering unexpected, innovative and surprising services has become crucial. For this, firms invest in several channels and attract delighted customers. The current research examines the impact of Omni-channel customer delight on customers’ repurchase intention. The proposed conceptual model develops several hypotheses relating to customer delight in the Omni-channel context by reviewing rich literature on customer delight. Data were collected from 496 respondents using convenience sampling, representing 24 states of India. Using Smart PLS software, collected data were examined through structural equation modelling. Surprise and joy are crucial to offline customer delight, while satisfaction, usefulness and entertainment play significant roles in online customer delight. Also, Omni-channel customer delight significantly influences repurchase intentions; therefore, paying attention to all antecedents of customer delight is essential. The research provides a basic understanding of customer delight in Omni-channel contexts and offers directions to formulate various strategies to delight customers beyond satisfaction. The article adds value to existing knowledge relating to Omni-channel retailing. Omni-channel customer delight is undoubtedly an emerging research domain in the current Omni-channel retailing.