Abstract/Description
Amid tech-disruptions and the pandemic, COVID-19, the world has witnessed swift growth in omni-channels. This study aims to investigate the factors that influence the customer loyalty among omni-channel users. Omni-channels are famous platforms that connect customers with the brands. Firms strive hard to keep this channel more interactive and supportive in order to satisfy customers and create loyalty among them. Although it is an important aspect in modern business, fewer studies have been conducted in this area to provide a comprehensive model that not only helps to create satisfaction but also loyalty among users. The data for this study was collected from 212 omni-channel users through online questionnaire and was analyzed through SmartPLS. The results of the data analysis showed that consistency and synchronization have significant influence on satisfaction with omni-channel interaction; while freedom in selection has an insignificant influence on satisfaction with omni-channel interaction. Moreover, satisfaction with omni-channel interaction mediates the relationship between consistency, synchronization and customer loyalty, but failed to mediate between freedom in selection and customer loyalty. This research is conducted at a small scale with the purpose to fill in the gap and to provide theoretical and empirical evidence about how firms can create such experiences for consumers as members of the society. This research offers several practical implications and future research directions.
Track
Contemporary Issues in Marketing
Session Number/Theme
Session 1D: Consumer Behaviour
Session Chair
Dr. Huma Amir, Institute of Business Administration, Karachi
Session Discussant
Dr. Asim Shabbir; Dr. Talha Salam; Dr. Nida Aslam
Start Date/Time
23-6-2022 12:20 PM
End Date/Time
23-6-2022 12:40 PM
Location
Boardroom 3, Marriott Hotel, Karachi
Recommended Citation
Khan, S. Y., & Qureshi, J. A. (2022). Examining customer loyalty among omni-channel users in the age of disruptions in retailing. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2022/program/19
Examining customer loyalty among omni-channel users in the age of disruptions in retailing
Boardroom 3, Marriott Hotel, Karachi
Amid tech-disruptions and the pandemic, COVID-19, the world has witnessed swift growth in omni-channels. This study aims to investigate the factors that influence the customer loyalty among omni-channel users. Omni-channels are famous platforms that connect customers with the brands. Firms strive hard to keep this channel more interactive and supportive in order to satisfy customers and create loyalty among them. Although it is an important aspect in modern business, fewer studies have been conducted in this area to provide a comprehensive model that not only helps to create satisfaction but also loyalty among users. The data for this study was collected from 212 omni-channel users through online questionnaire and was analyzed through SmartPLS. The results of the data analysis showed that consistency and synchronization have significant influence on satisfaction with omni-channel interaction; while freedom in selection has an insignificant influence on satisfaction with omni-channel interaction. Moreover, satisfaction with omni-channel interaction mediates the relationship between consistency, synchronization and customer loyalty, but failed to mediate between freedom in selection and customer loyalty. This research is conducted at a small scale with the purpose to fill in the gap and to provide theoretical and empirical evidence about how firms can create such experiences for consumers as members of the society. This research offers several practical implications and future research directions.
