How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics |
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| Affiliation: | 1. School of Management, University of Science and Technology of China, Jinzhai Road 96, Hefei, Anhui, China;2. School of Information Systems and Technology Management, UNSW Business School, University of New South Wales, Australia;3. Management Information Systems, Beedie School of Business, Simon Fraser University, Canada;4. College of Business, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong;1. Economics and Management School, Wuhan University, China;2. School of Information Management, Wuhan University, China;1. Durham University Business School, Durham University, Mill Hill Lane, Durham DH1 3LB, United Kingdom;2. Newcastle Business School, The University of Northumbria at Newcastle, City Campus East, Newcastle upon Tyne NE1 8ST, United Kingdom;3. Nottingham University Business School China, The University of Nottingham Ningbo China, 199 Taikang East Road, Ningbo 315100, China |
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| Abstract: | Although a positive customer experience is known to be an important source of competitive advantage, it is unclear how customer experience can be effectively managed in an omnichannel setting. Drawing on goal theory, this study explores the effect of incongruity between online customer experience and offline customer experience on customer retention in an omnichannel context. It also examines the moderating effects of three channel characteristics: transparency, convenience, and seamlessness. Our hypotheses are tested with online survey data, and the results indicate that in an omnichannel context, customer experience incongruence has a negative effect on customer retention, but channel transparency, convenience, and seamlessness can effectively mitigate this negative effect. The findings have both theoretical implications for research related to omnichannel business and customer experience and practical implications for managers of omnichannel services. |
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| Keywords: | Customer experience incongruence Omnichannel Channel transparency Channel convenience Channel seamlessness |
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