An Empirical Investigation into the Antecedents and Consequences of Customer Engagement in Omnichannel Retailing

Lee, Zach W. Y., Chan, Tommy, Chong, Alain Yee-Loong and Thadani, Dimple R. (2017) An Empirical Investigation into the Antecedents and Consequences of Customer Engagement in Omnichannel Retailing. In: 21st Pacific-Asia Conference on Information Systems - PACIS 2017, 16th - 20th July 2017, Langkawi Island, Malaysia.

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Abstract

Engaging customers across channels has become one of the biggest challenges for retailers adopting an omnichannel strategy. In this study, we examine how channel integration quality influences customer engagement in the context of omnichannel retailing. Drawing on the conceptual model of customer engagement, we proposed a research model to explain the effects of breadth of channel choice, transparency of channel-service configuration, content consistency, and process consistency on customer engagement, as well as the positive outcomes associated with the engagement. The research model will be tested with a sample of 500 omnichannel customers using a structural equation modeling approach. This study is expected to contribute to the research on, and practice of, the omnichannel customer engagement by validating the antecedents and consequences of such engagement as well as providing practitioners with insights into devising a successful omnichannel retailing strategy.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Customer engagement, omnichannel retailing, channel integration quality, repurchase intention
Subjects:	N100 Business studies N500 Marketing
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Paul Burns
Date Deposited:	07 Jan 2019 12:58
Last Modified:	19 Nov 2019 09:47
URI:	http://nrl.northumbria.ac.uk/id/eprint/37491

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