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Journal of Management Sciences - Volume 9, Issue 1 2022
By Sultan Salem, Sheeraz Yar Khan, Jawaid A. Qureshi
10.20547/jms.2014.2209104
Keywords: Omni-channel, customer satisfaction, customer loyalty, retailing, consumer behavior.
This study aims to investigate the factors that influence the customer loyalty among omnichannel users. Omni-channels are famous platforms that connect customers with the brands. Firms strive hard to keep this channel more interactive and supportive in order to satisfy customers and create loyalty among them. Although it is an important aspect in modern business, fewer studies have been conducted in this area to provide a comprehensive model that not only helps to create satisfaction but also loyalty among users. This research is conducted to fill in the gap and to provide theoretical and empirical evidence about how firms can create such experiences. The data for this study was collected from 212 omni-channel users through online questionnaire and was analyzed through SmartPLS. The results of the data analysis showed that consistency and synchronization have significant influence on satisfaction with omni-channel interaction; while freedom in selection has an insignificant influence on satisfaction with omni-channel interaction. Moreover, satisfaction with omni-channel interaction mediates the relationship between consistency, synchronization and customer loyalty, but failed to mediate between freedom in selection and customer loyalty. This research offers several practical implications and future research directions.
Submission Date: 5 Dec, 2021 Reviews Completed: 28 Jan, 2022Acceptance Date: 7 Mar, 2022 Publication Date: 13 Mar, 2022