Abstract
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 literature on the analysis of omni-channels from the consumer experience perspective, through an in-depth analysis of the concepts of intensity and shopping value, as well as their relationship with satisfaction and loyalty. The results revealed the existence of a positive relationship between intensity and shopping value, and between these two variables and satisfaction and loyalty.
Highlights
Electronic commerce is in its heyday, with constant growth in all countries, driven in part by the consequences of the pandemic and by the emergence of new technologies.Online channels may adopt different formats and coexist and interact with offline channels.This is known as the “omni-channel system”, which has brought about a change in the retail distribution paradigm [1,2].Omni-channel retailing is described as the full adjustment of various channels and touchpoints, with an optimal-brand consumer experience as a consequence [3,4]
Omnichannel research has largely focused on the retail perspective and needs to broaden its scope to encompass omni-channel retailing to understand and address different problems related to the retail consumer perspective [5]
Several authors have highlighted the need for further analysis and more in-depth knowledge of aspects related to consumer experience in omni-channel purchase processes to provide a seamless shopping experience [5,7]
Summary
Electronic commerce is in its heyday, with constant growth in all countries, driven in part by the consequences of the pandemic and by the emergence of new technologies.Online channels may adopt different formats and coexist and interact with offline channels.This is known as the “omni-channel system”, which has brought about a change in the retail distribution paradigm [1,2].Omni-channel retailing is described as the full adjustment of various channels and touchpoints, with an optimal-brand consumer experience as a consequence [3,4]. Online channels may adopt different formats and coexist and interact with offline channels. This is known as the “omni-channel system”, which has brought about a change in the retail distribution paradigm [1,2]. The rise in omni-channel retailing has made buyers demand improvements in their shopping experience; the need for in-depth research due to the dearth of studies focusing on the omni-channel experience of consumers [6]. Several authors have highlighted the need for further analysis and more in-depth knowledge of aspects related to consumer experience in omni-channel purchase processes to provide a seamless shopping experience [5,7]
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