Rahman, Syed Mahmudur, Carlson, Jamie, Gudergan, Siegfried P., Wetzels, Martin, and Grewal, Dhruv (2025) How do omnichannel customer experiences affect customer engagement? Theory and empirical validation. Journal of Business Research, 189. 115196.

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Abstract

To clarify the effect of the omnichannel customer experience (OCX) on customer engagement, this article empirically analyzes how OCX affects direct and indirect customer engagement intentions. Using data from two surveys (Study 1n = 312; Study 2n = 822) of U.S. omnichannel retail customers, the empirical findings demonstrate that the positive relationship between OCX and a measure of direct customer engagement (i.e., repurchase intentions) depends on the stage of the customer–retailer relationship. Customers’ novelty-seeking and time-consciousness traits strengthen the positive relationship of OCX with indirect measures of customer engagement (i.e., influence, feedback, and referral intentions). The findings caution against oversimplistic assumptions about how customer experiences create value in omnichannel retailing. To boost customers’ repurchase intentions, omnichannel retailers should employ different OCX strategies in different relationship stages. In addition, they can benefit from targeting customers who exhibit high inherent novelty seeking and time consciousness.

Item ID:	85031
Item Type:	Article (Research - C1)
ISSN:	1873-7978
Keywords:	Omnichannel, Customer experience, Customer engagement, Relationship stage, Personality traits
Copyright Information:	© 2025 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
Date Deposited:	31 Mar 2025 01:21
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350718 Strategy @ 100%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150302 Management @ 100%
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