RT info:eu-repo/semantics/article
T1 Have an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfaction
A1 Rodríguez Torrico, Paula
A1 Trabold Apadula, Lauren
A1 San Martín Gutiérrez, Sonia
A1 San José Cabezudo, Rebeca
K1 Omnichannel
K1 Seamless
K1 Interaction
K1 Experience
K1 Satisfaction
K1 Consumer
K1 Comercio
K1 Commerce
K1 Empresas-Gestión
K1 Industrial management
K1 Marketing
AB The challenge for omnichannel retailers is to offer a seamlessexperience across all touchpoints. However, there is a lack ofresearch that provides theoretical and empirical evidence abouthow firms can create such experiences. The aim of the currentresearch is to analyse: (1) the concept of omnichannel seamlessinteraction experience (OSIE) and (2) its effect on customer satisfaction with the interaction. Based on a systematic literature reviewand running a content analysis, consistency, freedom in channelselection, and synchronisation across channels were identified asOSIE dimensions. In two studies and using two methods, a surveyand a controlled experiment, these OSIE dimensions and downstream effects were tested. The findings confirm the multidimensionality of OSIE – composed of consistency, synchronisation, andfreedom in channel selection – and its positive effect on customersatisfaction with the interaction.
PB Taylor & Francis
SN 0267-257X
YR 2020
FD 2020-08
LK http://hdl.handle.net/10259/6631
UL http://hdl.handle.net/10259/6631
LA eng
NO 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].
DS Repositorio Institucional de la Universidad de Burgos
RD 19-abr-2024