Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/326333 
Year of Publication: 
2024
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 11 [Issue:] 1 [Article No.:] 2364841 [Year:] 2024 [Pages:] 1-21
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
This paper seeks to fill existing knowledge gaps regarding the relationship between channel integration and the omnichannel customer experience using a multidimensional approach to both constructs. The study was performed among 516 retail buyers in Peru who use an omnichannel strategy. The results show that the integration of pricing and product, transaction information, and order fulfilment significantly impact the affective and cognitive experience of the omnichannel customer. Furthermore, the integration of promotion affects the relational and sensorial customer experience. Retail spaces are thus important for ensuring the consistency of promotions and advertising, not only for rational messages but for visual impressions and sensorial messages in general. The integration of the service impacts physical, relational, and affective customer experience, while the integration of access to information shows an effect on the physical and sensorial customer experience.
Subjects: 
customer experience
omnichannel
channel integration
omnichannel integration
omnichannel customer experience
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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