Have an omnichannel seamless interaction experience! Dimensions and effect on consumer satisfaction

ABSTRACT

The challenge for omnichannel retailers is to offer a seamless experience across all touchpoints. However, there is a lack of research that provides theoretical and empirical evidence about how firms can create such experiences. The aim of the current research is to analyse: (1) the concept of omnichannel seamless interaction experience (OSIE) and (2) its effect on customer satisfaction with the interaction. Based on a systematic literature review and running a content analysis, consistency, freedom in channel selection, and synchronisation across channels were identified as OSIE dimensions. In two studies and using two methods, a survey and a controlled experiment, these OSIE dimensions and downstream effects were tested. The findings confirm the multidimensionality of OSIE – composed of consistency, synchronisation, and freedom in channel selection – and its positive effect on customer satisfaction with the interaction.

KEYWORDS:

• Omnichannel
• seamless
• interaction
• experience
• satisfaction
• consumer

Acknowledgments

The authors would like to thank the editor of the journal and the anonymous reviewers for their constructive comments throughout the review process. Their comments significantly improved the quality of this study. We are also grateful for the support received from the Junta de Castilla y León (Spain) [project reference VA085G18] and the Ministry of Economy, Industry, and Competitiveness (Spain) [project references ECO2017-82107-R and ECO2017-86628-P].

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Paula Rodríguez-Torrico

Paula Rodríguez-Torrico, Ph. D., is a postdoctoral researcher at the University of Burgos, Spain. Her main research focuses on omnichannel consumer behaviour. She has published her work in scientific journals. She has attended and participated in several scientific conferences. She has received awards for her research. Her research areas include consumer behaviour, digital marketing and tourism research.

Lauren Trabold Apadula

Lauren Trabold Apadula, Ph. D., is an Assistant Professor of Marketing at Manhattan College. She has published a two book chapters about consumer health, the impact of the Great Recession, and peer-reviewed journal articles about financial decision-making and consumer health. Her research interests include consumer health and well-being, consumer-brand relationships, and omnichannel retailing.

Sonia San-Martín

Sonia San-Martín, Ph. D., is a Lecturer and researcher in Marketing at the University of Burgos, Spain. Her current research areas include contractual approach and marketing, relationship marketing, consumer behaviour, electronic commerce and mobile commerce. She has written a book, several book chapters and has presented results in several conferences. She has also published relevant papers in journals such as Journal of Services Marketing, Journal of Service Research, Cyberpsychology and Behaviour, Journal of Organizational Computing and Electronic Commerce, Electronic Commerce Research and Applications, International Business Review, Online Information Review, Internet Research and Psychology & Marketing.

Rebeca San José Cabezudo

Rebeca San José Cabezudo, Ph. D., is a Lecturer and researcher in Marketing at the University of Valladolid, Spain. She teaches courses in Marketing and Management. Her main research interests include the implementation of the New Technologies by the organizations, especially their application to the strategy and marketing actions. She has participated in different scientific conferences and her investigation results have been published in several academic and professional journals in her field of research, including Technovation, Cyberpsychology and Behaviour, Internet Research, and Electronic Commerce Research and Applications.