Effects of channel integration on the omnichannel customer experience

Abstract

This paper seeks to fill existing knowledge gaps regarding the relationship between channel integration and the omnichannel customer experience using a multidimensional approach to both constructs. The study was performed among 516 retail buyers in Peru who use an omnichannel strategy. The results show that the integration of pricing and product, transaction information, and order fulfilment significantly impact the affective and cognitive experience of the omnichannel customer. Furthermore, the integration of promotion affects the relational and sensorial customer experience. Retail spaces are thus important for ensuring the consistency of promotions and advertising, not only for rational messages but for visual impressions and sensorial messages in general. The integration of the service impacts physical, relational, and affective customer experience, while the integration of access to information shows an effect on the physical and sensorial customer experience.

Keywords

• Customer experience
• omnichannel
• channel integration
• omnichannel integration
• omnichannel customer experience
• Kaouther Kooli, Bournemouth University, United Kingdom of Great Britain and Northern Ireland