How Omnichannel Customer Experiences Shape Word of Mouth: The Mediating Role of Repurchase Intention
International Journal of Business and Social Dynamics, 01(01), 90-123.
Keywords:
Omni-channel customer experience, Word of Mouth, Purchase Intention, Connectivity, Consistency, Integration, Flexibility, PersonalizationAbstract
The purpose of this study is to examine the relationship between omnichannel customer experience and purchase intention and estimate the effect it has on word of mouth in modern-day retail settings. Although there has been a sudden increase in omnichannel retailing, previous research has primarily studied isolated channels, without focusing on the relationship between integrated omnichannel experiences with intention to purchase and post-purchase behavior including word of mouth. As customer touchpoints have increased, it is now ever important to understand how seamless integration and routine interactions across channels impacts consumer behavior. We employ a survey-based approach collecting data from 383 omnichannel customers. This data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results confirm that the measurement model demonstrates adequate discriminant validity, indicating that the constructs capture distinct aspects of the proposed framework. Additionally, the structural model results also reveal the significance of many hypothesized relationships. The study highlights the importance of coherent omnichannel strategies and suggests that future research should adopt more robust methodological designs to better capture the complexity of omnichannel customer experiences. Practically, retailers are encouraged to ensure consistency, connectivity, adaptability, and personalization across channels to stimulate positive customer perceptions and word-of-mouth behavior.
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