2024-03-29T08:33:00Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/66312022-05-20T13:21:42Zcom_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
Empresas-Gestión
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