2026-04-22T18:54:51Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/66312024-05-13T09:39:17Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732
Repositorio Institucional de la Universidad de Burgos
author
Rodríguez Torrico, Paula
author
Trabold Apadula, Lauren
author
San Martín Gutiérrez, Sonia
author
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.
eng
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Omnichannel
Seamless
Interaction
Experience
Satisfaction
Consumer
Have an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfaction
info:eu-repo/semantics/article
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URL
https://riubu.ubu.es/bitstream/10259/6631/1/Rodriguez_jmm_2020.pdf
File
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Rodriguez_jmm_2020.pdf