2026-04-22T18:55:03Zhttps://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 674 500 0000-0001-9750-7104 Trabold Apadula, Lauren aabbb85d-0dd4-4929-a489-d70ade4c6316 San Martín Gutiérrez, Sonia 513 600 0000-0002-5030-9669 San José Cabezudo, Rebeca 6006cfb3-40ef-4e15-ac5c-b3a49c87b723 600 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 THUMBNAIL Rodriguez_jmm_2020.pdf.jpg Rodriguez_jmm_2020.pdf.jpg IM Thumbnail image/jpeg 4293 https://riubu.ubu.es/bitstream/10259/6631/4/Rodriguez_jmm_2020.pdf.jpg e945439086f97dffb183e36e27f35473 MD5 4 LICENSE license.txt license.txt text/plain; charset=utf-8 1362 https://riubu.ubu.es/bitstream/10259/6631/3/license.txt 5d013bfa6e473ff0db22cd82a4d71a70 MD5 3 CC-LICENSE license_rdf license_rdf application/rdf+xml; charset=utf-8 805 https://riubu.ubu.es/bitstream/10259/6631/2/license_rdf 4460e5956bc1d1639be9ae6146a50347 MD5 2 ORIGINAL Rodriguez_jmm_2020.pdf Rodriguez_jmm_2020.pdf application/pdf 541569 https://riubu.ubu.es/bitstream/10259/6631/1/Rodriguez_jmm_2020.pdf 114b8a57c1edb44b54177e1d3fcf0b21 MD5 1 10259/6631 oai:riubu.ubu.es:10259/6631 2024-05-13 11:39:17.486 Repositorio Institucional de la Universidad de Burgos bubrep@ubu.es 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