Title

Examining customer loyalty among omni-channel users in the age of disruptions in retailing

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

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Jun 23rd, 12:20 PM Jun 23rd, 12:40 PM

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.