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.
