Demystifying the Combined Effect of Consistency and Seamlessness on the Omnichannel Customer Experience: A Polynomial Regression Analysis

Although channel consistency and seamlessness have been regarded as two critical factors in conducting omnichannel business, their combined effect has yet to be revealed. By employing a polynomial regression, this study disentangles the combined effect of channel consistency and seamlessness on customer experience in the omnichannel context. The results indicate that enhancing channel consistency and seamlessness simultaneously can improve the omnichannel customer experience. The combined effect of a high (low) level of channel consistency and a low (high) level of channel seamlessness on the omnichannel customer experience is also positive. Data vulnerability can strengthen the combined effect of channel consistency and seamlessness on customer experience in the omnichannel context. This study not only uncovers the complex influences of different combinations of channel consistency and seamlessness but also provides new insights into conducting omnichannel retail for practitioners.