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Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty

Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty
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Author(s): Wanmo Koo (Western Illinois University, USA)
Copyright: 2020
Volume: 16
Issue: 2
Pages: 15
Source title: International Journal of E-Business Research (IJEBR)
Editor(s)-in-Chief: Jeffrey Hsu (Fairleigh Dickinson University, USA)
DOI: 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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