2026-04-22T18:54:52Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/66312024-05-13T09:39:17Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

Rodríguez Torrico, Paula Trabold Apadula, Lauren San Martín Gutiérrez, Sonia San José Cabezudo, Rebeca 2022-05-03T08:30:52Z 2022-05-03T08:30:52Z 2020-08 0267-257X http://hdl.handle.net/10259/6631 10.1080/0267257X.2020.1801798 1472-1376 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. Junta de Castilla y León (Spain) [project reference VA085G18] and the Ministry of Economy, Industry, and Competitiveness (Spain) [project references ECO2017-82107-R and ECO2017-86628-P]. application/pdf eng Taylor & Francis Journal of Marketing Management. 2020, V. 36, n. 17-18, p. 1731-1761 https://doi.org/10.1080/0267257X.2020.1801798 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess Omnichannel Seamless Interaction Experience Satisfaction Consumer Comercio Gestión de empresas Commerce Industrial management Marketing Have an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfaction info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Journal of Marketing Management 36 17-18 1731 1761