Abstract
Despite the increasing importance of omnichannel retailing, academic research on omnichannel
customer experience is still scarce, particularly those from the shopping value perspective. This
paper seeks to investigate how omnichannel shopping value influences customer experience
through its three distinct value dimensions within the context of fashion retail in Pakistan. The
moderating role of omnichannel intensity on the relationship between shopping value dimensions
and customer experience was also examined to empirically confirm the validity of the proposed
model. To test hypothesized relationships, data was collected from 272 regular omnichannel
customers from 18 selected fashion retail brands and analyzed using Partial Least Square Structural
equation modelling. The study results revealed that omnichannel customer experience is predicted
by utilitarian, hedonic and social shopping values. Unexpectedly, the results did not find any
moderating effect of omnichannel intensity among shopping value dimensions and omnichannel
customer experience. The findings of the study provide salient insight into how fashion retailers
can utilize shopping value to enhance omnichannel customer experience. The results also offer
guidance in designing and implementing effective omnichannel approaches and strategies for
fashion retailers.
Hassaan Ahmed , Prof. Dr. Syed Shabib –ul- Hassan. (2021) Omnichannel Customer Experience in the context of Omnichannel Shopping Value: The Moderating Role of Omnichannel Intensity, KASBIT Business Journal, Volume-14, Issue-1.
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