How do omnichannel customer experiences affect customer engagement? : Theory and empirical validation
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A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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Date
2025-02
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en
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Journal of Business Research, Volume 189
Abstract
To clarify the effect of the omnichannel customer experience (OCX) on customer engagement, this article empirically analyzes how OCX affects direct and indirect customer engagement intentions. Using data from two surveys (Study 1n = 312; Study 2n = 822) of U.S. omnichannel retail customers, the empirical findings demonstrate that the positive relationship between OCX and a measure of direct customer engagement (i.e., repurchase intentions) depends on the stage of the customer–retailer relationship. Customers’ novelty-seeking and time-consciousness traits strengthen the positive relationship of OCX with indirect measures of customer engagement (i.e., influence, feedback, and referral intentions). The findings caution against oversimplistic assumptions about how customer experiences create value in omnichannel retailing. To boost customers’ repurchase intentions, omnichannel retailers should employ different OCX strategies in different relationship stages. In addition, they can benefit from targeting customers who exhibit high inherent novelty seeking and time consciousness.Description
Publisher Copyright: © 2025 The Author(s)
Keywords
Customer engagement, Customer experience, Omnichannel, Personality traits, Relationship stage
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Citation
Rahman, S M, Carlson, J, Gudergan, S P, Wetzels, M & Grewal, D 2025, ' How do omnichannel customer experiences affect customer engagement? : Theory and empirical validation ', Journal of Business Research, vol. 189, 115196 . https://doi.org/10.1016/j.jbusres.2025.115196