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Omni-Channel Customer Experience (In)Consistency and Service Success: A Study Based on Polynomial Regression Analysis

by 1 and 2,*
1
College of Economics and Management, Southwest University, Chongqing 400715, China
2
School of Business and Management, Shanghai International Studies University, Shanghai 200083, China
*
Author to whom correspondence should be addressed.
Academic Editors: Gang Li, T. C. Edwin Cheng and Tao Zhang
J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 1997-2013; https://doi.org/10.3390/jtaer16060112
Received: 3 June 2021 / Revised: 17 July 2021 / Accepted: 23 July 2021 / Published: 25 July 2021
(This article belongs to the Special Issue Emerging Topics in Omni-Channel Operations)
Drawing on expectation disconfirmation theory, this study explores the dyadic nature of omni-channel consistency on customer experience. Specifically, we propose a conceptual model that focuses on a brand’s offline channel customer experience relative to that of its online channel, and test the influences of customer experience (in)consistency on customer satisfaction, which then improves repurchase intention and word-of-mouth. The results of polynomial regressions on 265 survey respondents indicate that given omni-channel customer experience inconsistency, customers prefer consistent online and offline experiences. For omni-channel consistency at lower levels of customer experience quality, customers prefer consistency at higher levels of quality. For omni-channel inconsistency where offline customer experience quality is lower than that online, customers prefer omni-channel inconsistency, where offline customer experience quality is higher than that online. These findings produce not only theoretical contributions but also insightful suggestions for how customer experience can be taken into consideration in the promotion of a brand’s omni-channel service success. View Full-Text
Keywords: customer experience; omni-channel consistency; expectation-disconfirmation theory; polynomial regression customer experience; omni-channel consistency; expectation-disconfirmation theory; polynomial regression
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MDPI and ACS Style

Gao, W.; Fan, H. Omni-Channel Customer Experience (In)Consistency and Service Success: A Study Based on Polynomial Regression Analysis. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1997-2013. https://doi.org/10.3390/jtaer16060112

AMA Style

Gao W, Fan H. Omni-Channel Customer Experience (In)Consistency and Service Success: A Study Based on Polynomial Regression Analysis. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(6):1997-2013. https://doi.org/10.3390/jtaer16060112

Chicago/Turabian Style

Gao, Wei, and Hua Fan. 2021. "Omni-Channel Customer Experience (In)Consistency and Service Success: A Study Based on Polynomial Regression Analysis" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 6: 1997-2013. https://doi.org/10.3390/jtaer16060112

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