Demonstrating the influencing factors and outcomes of customer experience in omnichannel retail

What is missing from the omnichannel shopping experience? Probing the drivers of loyalty in the food retail sector.

“…This implies that The Retailer's efforts in providing good quality service facilitated the development of emotional connections between the customers and The Retailer. This nding is similar to Zhang et al (2024) whose results demonstrated that personalization positively affected the hedonic shopping experience.…”

“…Omnichannel retailing has become a prominent shopping method, where consumers are provided with in-store and online platforms that facilitate interactions between companies and their customers (Zhang et al, 2024). The strength of omnichannel retailing is that it provides various points of engagement (such as physical and digital advertisements, online digital applications, in-store direct contact with salespeople and social-media pages) which assist in optimizing consumers' retail experience.…”

“…Utilizing attachment theory approach, past studies have found that product quality and attributes (Chang and Wong, 2011;Wu et al, 2024) and superior service quality (Gefen, 2002; Yang and Tsai, 2007; Chang and Wang, 2011) were antecedents of attachment and customer loyalty in the non-internet marketplace. More recent research by Zhang et al (2024) highlighted the importance of hedonic and utilitarian experiences both exhibited an in uence on customer loyalty as components of customer experience. Although the past research managed to link retailers' efforts of facilitating groundedness with loyalty and recent works have connected customer experiences with loyalty, there remains a gap in literature outlining the link between the three elements.…”

Omnichannel shopping habit development

“…Recognizing monitoring, crafting, and managing customer experience as fundamental to an omnichannel firm's competitiveness (Gahler et al, 2023), the customer experience stream identifies the variety of experiences customers seek during their buying journey (Cuesta-Valiño et al, 2023;Kacprzak & Hensel, 2023;Zhang et al, 2024;Zheng & Li, 2024). Existing studies emphasize the role of digital and physical touchpoints (e.g., Cui et al, 2022;Nguyen & Tran, 2023;Yang & Hu, 2024).…”

“…Utilitarian value focuses on efficiently using time, effort, and money to acquire the right product at a reasonable price and with convenience (Chang & Geng, 2022). Hedonic value pertains to the enjoyment and pleasure derived from shopping, including immersive interactions with digital technologies (Zhang et al, 2024). Social value involves the connections and support gained through interactions with peers on social media and online communities (Salem & Alanadoly, 2024).…”