Critical Omni-Channel Service Elements Affecting Satisfaction and Loyalty

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.