Understanding Omnichannel Customer Experience Through Brand Trust and Its Impact on Shopping Intention: Structured Abstract

EasyChair Preprint 5693

Abstract

An omnichannel experience occurs when a customer orders from multiple platforms (omnichannel retailing) and this order is filled from any location using inventory and other fulfillment assets flexible across channels (Taylor, 2019). Previous literature indicates there are five omnichannel experience dimensions; connectivity, integration, consistency, flexibility, and personalization (Shi et al., 2020). Even though there are several industries impacted by the development of the omnichannel experience in the market, studies related with this topic mainly focus on retailers whose main activity is the sale of goods (Alexander and Blazquez, 2020; Shi et al., 2020; Shin and Oh, 2017), not services. 

Hence, this is particularly important to investigate considering that the omnichannel experience in the service industry is growing; specially, the entertainment and arts industry reflects a growing trend of 15% accumulated value from 2015 to 2019, representing 1.5B USD (Euromonitor, 2019). Moreover, the cinema category represents one of the key drivers of this growth, reaching 58.9 million USD (Euromonitor, 2019).

The results revealed that three omnichannel dimensions labeled as connectivity, consistency and flexibility, were good predictors associated with brand trust, which further impact customer shopping intention. In contrast, integration and personalization were not significantly associated. Hence, this study offers insights regarding customer experience in the service industry that build on previous omnichannel experience literature (Grewal, 2009; Shi, 2020); particularly on customer shopping experience and how the different dimensions influence the customer behavior towards brand trust and how they impact customers shopping intention.

Keyphrases: Omnichannel customer experience, connectivity, consistency, flexibility

@booklet{EasyChair:5693,
  author    = {Francisco Jesús Guzman Martinez and Ana Calvo and Lizet Marina González Salgado},
  title     = {Understanding Omnichannel Customer Experience Through Brand Trust and Its Impact on Shopping Intention: Structured Abstract},
  howpublished = {EasyChair Preprint 5693},
  year      = {EasyChair, 2021}}