A measure of omnichannel customer experience (OCX) :|key dimensions and effects on customer metrics

Abstract

With the advancements in technology the emergence of online channels has led to proliferation of sales channels. With the enabling forces of integration and technology, multiple channels have evolved into fully integrated channels to satisfy the customers, who are powerful more than ever. Consequently, omnichannel has emerged as the solution provided by the retailers to satisfy the customer, who desires to create her own shopping experience. Omnichannel retail, the dominant retail strategy among 66 percent of global population after the coronavirus outbreak, has become the priority for retail businesses. This study implements two-step approach. First, conceptualizing omnichannel customer experience (OCX) and developing a reliable and valid scale to measure OCX. Second, evaluating the behavioral impact of the construct on key customer metrics (customer satisfaction, loyalty, and wordof- mouth). To this aim, after the specification of omnichannel customer experience domain, underlying dimensions, and corresponding items, a survey study (n = 403) was conducted. After the data was cleared from the unsuitable age group responses, the sample was randomly split into two groups, first half was utilized to identify the dimensions and the structure of OCX through exploratory factor analysis (EFA). Afterward, the model was validated as a one factor second-order model as the outcome of the second split through confirmatory factor analysis (CFA). In the second part, the structural model had shown the direct behavioral impact of OCX on customer satisfaction and word-of-mouth and indirect effect on loyalty and word-ofmouth through the mediating role of customer satisfaction.