Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty

Abstract

Tomeet the expectationsof recent consumerswhousemultiple channels fordifferentpurposes throughout their shopping journey, omni-channel retailers try to offer additional services that provideconsumerswithaseamlesslyconnectedshoppingexperienceacrossmultiplechannels.After identifyingomni-channelservices,thestudyfindsthreecoreomni-channelservices(i.e.,shipping fromstore,integratedbranding,andsocialmediaoperation)thataffectloyaltyviasatisfaction.Omnichannelretailerscanprioritizetheirinvestmentbasedontheresults.Specificwaystoimprovethe coreomni-channelservicesarealsodiscussed. KEywORdS Channel Integration, Expectation-Confirmation Theory, Integrated Branding, Omni-Channel Retailing, Shipping From Store, Social Media Operation