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Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty

Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty

Wanmo Koo
Copyright: © 2020 |Volume: 16 |Issue: 2 |Pages: 15
ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781799805083|DOI: 10.4018/IJEBR.2020040103
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MLA

Koo, Wanmo. "Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty." IJEBR vol.16, no.2 2020: pp.32-46. http://doi.org/10.4018/IJEBR.2020040103

APA

Koo, W. (2020). Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty. International Journal of E-Business Research (IJEBR), 16(2), 32-46. http://doi.org/10.4018/IJEBR.2020040103

Chicago

Koo, Wanmo. "Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty," International Journal of E-Business Research (IJEBR) 16, no.2: 32-46. http://doi.org/10.4018/IJEBR.2020040103

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Abstract

To meet the expectations of recent consumers who use multiple channels for different purposes throughout their shopping journey, omni-channel retailers try to offer additional services that provide consumers with a seamlessly connected shopping experience across multiple channels. After identifying omni-channel services, the study finds three core omni-channel services (i.e., shipping from store, integrated branding, and social media operation) that affect loyalty via satisfaction. Omni-channel retailers can prioritize their investment based on the results. Specific ways to improve the core omni-channel services are also discussed.

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