Neena Sinha, Nikita Kataria and Garima Kapoor
The study examines the impact of various aspects of channel integration quality, personalisation and perceived warmth on behavioural outcomes through customer engagement in…
Abstract
Purpose
The study examines the impact of various aspects of channel integration quality, personalisation and perceived warmth on behavioural outcomes through customer engagement in omnichannel retailing.
Design/methodology/approach
This study is based on the responses of 458 participants, gathered using purposive and snowball sampling methods. PLS-SEM and FIMIX-PLS have been used to examine the heterogeneity in respondents’ views.
Findings
The findings emphasise the favourable influence of various facets of omnichannel strategy on customer engagement, which enhances brand affection, leading to stickiness and willingness to pay price premium. Furthermore, identifying three separate customer categories provides detailed insights into how omnichannel aspects appeal to consumer preferences.
Practical implications
The findings underscore the need to use customised approaches to cultivate lasting relationships with consumers, emphasising the potential of omnichannel retailing in harmonising business success and consumer sentiments. Retailers can identify areas of dissatisfaction within specific segments and eventually focus on improving these areas to provide a seamless experience and increase engagement.
Originality/value
This paper offers a distinctive contribution to the domain of omnichannel retailing by employing structural equation modelling (SEM) along with FIMIX-PLS to explore respondent heterogeneity. In addition to the transactional aspects, this study investigates the crucial elements, including warmth and personalisation strategies and how these influence the holistic customer journey, including their emotional connection with the brand in the omnichannel retailing environment, thereby advancing knowledge in the field and providing relevant implications for industry practice.