IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v14y2024i1p21582440241233091.html
   My bibliography  Save this article

Navigating the Omnichannel Landscape: Unraveling the Antecedents of Customer Loyalty

Author

Listed:
  • Hyeon Jo
  • Youngsok Bang

Abstract

In today’s dynamic business landscape, retailers are progressively turning to omnichannel strategies to offer integrated shopping experiences across various touchpoints. This study endeavors to elucidate the determinants driving loyalty among omnichannel consumers. A comprehensive research framework encompassing technological elements, in-store attributes, online reviews, and behavioral variables was formulated. A sample of 252 customers familiar with omnichannel shopping was evaluated. Structural equation modeling was utilized for data analysis. Results indicate that personal interactions and merchandise variety significantly influence crowd perception. Perceived ease of use was found to significantly affect perceived usefulness, attitude, and satisfaction. Furthermore, both crowd perception and attitudes toward online reviews markedly influence the overall attitude toward omnichannel. The data underscores the pivotal role of attitude in enhancing satisfaction and fostering loyalty among consumers. In conclusion, this research not only sheds light on the intricate dynamics of omnichannel customer loyalty but also offers valuable insights for both academia and industry, underscoring the importance of integrated multi-channel strategies in contemporary retailing.

Suggested Citation

  • Hyeon Jo & Youngsok Bang, 2024. "Navigating the Omnichannel Landscape: Unraveling the Antecedents of Customer Loyalty," SAGE Open, , vol. 14(1), pages 21582440241, March.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:1:p:21582440241233091
    DOI: 10.1177/21582440241233091
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440241233091
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440241233091?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:14:y:2024:i:1:p:21582440241233091. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.