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2022-05-03T08:30:52Z urn:hdl:10259/6631 Have an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfaction Rodríguez Torrico, Paula Trabold Apadula, Lauren San Martín Gutiérrez, Sonia San José Cabezudo, Rebeca Omnichannel Seamless Interaction Experience Satisfaction Consumer The challenge for omnichannel retailers is to offer a seamless experience across all touchpoints. However, there is a lack of research that provides theoretical and empirical evidence about how firms can create such experiences. The aim of the current research is to analyse: (1) the concept of omnichannel seamless interaction experience (OSIE) and (2) its effect on customer satisfaction with the interaction. Based on a systematic literature review and running a content analysis, consistency, freedom in channel selection, and synchronisation across channels were identified as OSIE dimensions. In two studies and using two methods, a survey and a controlled experiment, these OSIE dimensions and downstream effects were tested. The findings confirm the multidimensionality of OSIE – composed of consistency, synchronisation, and freedom in channel selection – and its positive effect on customer satisfaction with the interaction. 2022-05-03T08:30:52Z 2022-05-03T08:30:52Z 2020-08 info:eu-repo/semantics/article 0267-257X http://hdl.handle.net/10259/6631 10.1080/0267257X.2020.1801798 1472-1376 eng Journal of Marketing Management. 2020, V. 36, n. 17-18, p. 1731-1761 https://doi.org/10.1080/0267257X.2020.1801798 http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess Attribution-NonCommercial-NoDerivatives 4.0 Internacional Taylor & Francis