Perceived Omnichannel Customer Experience (OCX): concept, measurement, and impact

Rahman, Syed, Carlson, Jamie, Gudergan, Siggi, Wetzels, Martin, and Grewal, Dhruv (2022) Perceived Omnichannel Customer Experience (OCX): concept, measurement, and impact. Journal of Retailing. (In Press)

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Abstract

Efforts to measure customer experiences (CX) in multifaceted, omnichannel, retail contexts are crucial but lacking research guidance. Prior service quality literature has established methods for measuring CX in traditional, single-channel contexts but not adapted such measures to omnichannel contexts. With a mixed method research design and studies in eight phases, the authors propose a comprehensive measurement instrument that incorporates a schema- and categorization-based theoretical conceptualization of how customers assess omnichannel retail experiences; they also integrate means–end chain theory to explain perceived omnichannel customer experience (OCX) as a construct. This construct captures multiple omnichannel evaluation dimensions: social communications, value, personalization, customer service, consistency of both product availability and prices across channels, information safety, delivery, product returns, and loyalty programs. Multiple applications of the measurement model empirically confirm the suitability of this instrument in consumer goods omnichannel retail settings. Its 36 items reflect nine first-order quality dimensions that combine to form the overall, second-order OCX construct. The measurement instrument offers sound psychometric properties, as confirmed by several reliability and validity tests, and predicts customer behavior reliably across studies. Thus, the OCX measurement instrument offers utility for theory, management practice, and further research.

Item ID: 73426
Item Type: Article (Research - C1)
ISSN: 1873-3271
Keywords: Omnichannel retailing; Quality; Customer experience measurement; Scale development.
Copyright Information: © 2022 The Authors. Published by Elsevier Inc. on behalf of New York University. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
Date Deposited: 03 Jun 2022 05:50
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations) @ 100%
SEO Codes: 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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