Work

The Impact of Omnichannel Customer Experience Consistency: A Study Based on Customer Journey Perspective

Year: 2026

Type: article

Abstract: Although customer experience consistency contributes to omnichannel business success, few studies have investigated the influence of omnichannel customer experience consistency from the perspective of the customer journey. Based on analysis of data from two samples comprising product-based (N = 592) and service-based (N = 579) omnichannel customers, this study found that pre-purchase, purchase, and post-purchase customer experience consistency had significant and positive effects on the development of an omnichannel shopping habit, which, in turn, promoted face-to-face word of mouth (WOM) and electronic WOM. In addition, in the product-based omnichannel, pre-purchase customer experience consistency had a greater impact on the development of an omnichannel shopping habit than did purchase and post-purchase customer experience consistency. However, in the service-based omnichannel, no significant differences were observed between the effects of pre-purchase, purchase, and post-purchase customer experience consistency on the development of an omnichannel shopping habit. This study presents new insights into omnichannel consumer experience consistency and provides suggestions for managing omnichannel customer experience effectively.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer21080278

Authors: Wei Gao, Ning Jiang, Qingqing Guo

Institutions: Southwest University, Shanghai Jiao Tong University, East China University of Political Science and Law

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,207

Funder: National Natural Science Foundation of China