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    Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10259/6631

    Título
    Have an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfaction
    Autor
    Rodríguez Torrico, Paula
    Trabold Apadula, Lauren
    San Martín Gutiérrez, SoniaUBU authority
    San José Cabezudo, Rebeca
    Publicado en
    Journal of Marketing Management. 2020, V. 36, n. 17-18, p. 1731-1761
    Editorial
    Taylor & Francis
    Fecha de publicación
    2020-08
    ISSN
    0267-257X
    DOI
    10.1080/0267257X.2020.1801798
    Abstract
    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.
    Palabras clave
    Omnichannel
    Seamless
    Interaction
    Experience
    Satisfaction
    Consumer
    Materia
    Comercio
    Commerce
    Empresas-Gestión
    Industrial management
    Marketing
    URI
    http://hdl.handle.net/10259/6631
    Versión del editor
    https://doi.org/10.1080/0267257X.2020.1801798
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