2024-03-29T12:57:43Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/66312022-05-20T13:21:42Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732
Have an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfaction
Rodríguez Torrico, Paula
Trabold Apadula, Lauren
San Martín Gutiérrez, Sonia
San José Cabezudo, Rebeca
Omnichannel
Seamless
Interaction
Experience
Satisfaction
Consumer
Comercio
Empresas-Gestión
Commerce
Industrial management
Marketing
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].
2022-05-03T08:30:52Z
2022-05-03T08:30:52Z
2020-08
info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
0267-257X
http://hdl.handle.net/10259/6631
10.1080/0267257X.2020.1801798
1472-1376
eng
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
application/pdf
Taylor & Francis
https://riubu.ubu.es/bitstream/10259/6631/4/Rodriguez_jmm_2020.pdf.jpg
Hispana
TEXT
http://creativecommons.org/licenses/by-nc-nd/4.0/
RIUBU. Repositorio Institucional de la Universidad de Burgos
http://hdl.handle.net/10259/6631