Abstract
Customer satisfaction is one of the success factors for many retailers. With the widespread use of smartphones worldwide, retailers have adopted many new innovative and disruptive retail business models. Digitalization brings retail business into a new era and has profoundly and positively affected the business' strategy. Retailers strive to provide customers with an easy, smooth, happy, joyful, and relaxed shopping experience. One of the disruptive digital innovations in retailing is Omnichannel Retailing. The ideas are to rejuvenate, revitalize, and increase customer satisfaction during their shopping journey either at the store (offline) or through online shopping platforms. The customer shopping experience is enhanced by providing channels and touchpoints that are emerged during their shopping journey. The objective of this study is to review the customer relationship literature within the context of the omnichannel retailing perspective. This study proposes a conceptual model to understand the factors that increase customer satisfaction through omnichannel retailing.
Highlights
Customer satisfaction is essential for the retailer to maintain its sustainability and profitability
This study proposes a conceptual model to understand the factors that increase customer satisfaction through omnichannel retailing
The focus of the study is on increasing customers satisfaction using omnichannel retailing
Summary
Received: 09 September 2021, Revised: 11 October 2021, Accepted: 30 October 2021. In-Text Citation: (Ng et al, 2021) To Cite this Article: Ng, S. International Journal of Academic Research in Business and Social Sciences, 11(11), 696 – 707. Vol 11, No 11, 2021, Pg. 696 – 707 http://hrmars.com/index.php/pages/detail/IJARBSS
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