Abstract
Although the customer experience is a key factor in helping firms gain a competitive advantage, the knowledge regarding how to provide a superior customer experience in an omnichannel retailing environment remains limited. To fill this research gap, this study investigated and compared the effects of channel integration on cognitive and affective customer experiences. The findings suggest that integrated efforts encompassing promotion, product and price, and transaction information are more influential in enhancing the cognitive customer experience than the affective customer experience. Furthermore, integrated customer service has a weaker effect on the cognitive customer experience than on the affective customer experience. The results also indicate that integrated information access and order fulfillment do not differ significantly in their contributions to cognitive and affective customer experiences. These findings enhance the literature on the customer experience and channel integration. They also offer insightful implications for omnichannel retailers in terms of creating and managing the customer experience.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
