Factors effecting omnichannel customer experience: evidence from fashion retail

Abstract

This research work is designed to investigate the changing dynamics of the retail landscape driven through omnichannel retailing and attempts to see its effects on the Omni channel’s customer experience. The role of omnichannel customer behaviour in the relation between omnichannel retailing and customer experience was assessed through 265 omnichannel customers of different fashion retail brands in Pakistan. The results of partial least squares structural equation model-ling (PLS-SEM) uncover the strong mediating effect of omnichannel customer behaviour in channel-ling omnichannel retailing drivers towards enhanced customer experience. Omnichannel retailing helps to alleviate customer experience generated through using omnichannel integration, order fulfilment, usability and seamlessness determinants. The research findings underpin the positive significant effect of all factors of omnichannel retailing on customer experience. Among four omnichannel retailing constructs, seamlessness emerged as a major direct and indirect contributor, followed by omnichannel integration and usability dimensions. Notwithstanding the small sample size, this research contributes to the omnichannel retailing landscape of Pakistan’s fashion retail industry by suggesting a functional approach for creating a fully integrated shopping experience and omnichannel strategies for fashion brands. Further, it will also provide brands with an opportunity to strengthen their customers’ journey throughout the buying funnel.