A moderated mediating mechanism of omnichannel customer experiences

Abstract

Purpose: The purpose of the paper is to create a well-integrated and unified customer experience anytime, anywhere, through any channel is the leading objective of omnichannel retailers. Scholars advocate the crucial role of channel integration quality (CIQ)–specifically its components of channel-service configuration and integrated interactions–in formulating the customer experience, which in turn determines their patronage intention. However, a dearth of research exists on the dynamic nature of this particular mechanism. The potential mediating and moderating effects of customer empowerment and Internet usage have hardly been considered at all in the context of omnichannel retailing. These research gaps will be addressed in this study. Design/methodology/approach: Based on a data set of 312 omnichannel customers, the partial least square–structural equation model (PLS-SEM) was employed to test the hypothesised relationships. Findings: The results reveal the dynamic mechanism in which channel-service configuration and integrated interactions are the key factors that not only directly enable omnichannel retailers to deliver customers with a seamless shopping experience but also empower customers to shape their own consumption experiences. The findings also demonstrate the contingency role of consumers' Internet usage in such a dynamic mechanism. Finally, the notion that a strong customer experience increases their intention for patronage is supported by the empirical evidence. Originality/value: This study contributes to the existing literature by quantitatively examining the moderated mediating mechanism of forming customer experience and its subsequent patronage behaviour in the context of omnichannel retailers.