Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience

Miguel Ángel Moliner Tena · Vicent Tortosa-Edo

21 citations0/0 files storedJournal of Research in Interactive Marketing

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Consumer Retail Behavior Studies Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose The objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online). Design/methodology/approach The problem-solving theory and experiential marketing perspective are the theoretical background that enables the establishment of five hypotheses. A survey is conducted on multiroomers who had purchased a product online, following an online and offline research journey. Findings The results showed that OCJD directly and indirectly (through online consumer experience) influences e-satisfaction. Females and younger individuals exhibited higher levels of e-satisfaction. Originality/value First, this research analyzes consumers' multichannel search strategies. Second, the consumer journey is incorporated into the study of multichannel retailing. Third, an emergent typology of cross-channel free-riding behavior is analyzed: multirooming.

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References

1986Self-Reports in Organizational Research: Problems and Prospects 1977Estimating Nonresponse Bias in Mail Surveys 2015Common Method Bias in PLS-SEM 2016Understanding Customer Experience Throughout the Customer Journey 1999Whence Consumer Loyalty?2012Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies 2015From Multi-Channel Retailing to Omni-Channel Retailing 2000E-satisfaction: an initial examination

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