Customer engagement model and consumer behaviour within omnichannel retailing

Abstract

Retailers can use communication, sales and customer service channels in a variety of ways. Omnichannel retail is described as the set of activities related to the sale of goods and/or services through all the widely used channels, where the customer can have full channel interaction and/or the retailer can control the full integration of the channels. The current study focuses on the factors affecting customer engagement in omnichannel environment, the data collection was conducted with a questionnaire and among others the findings show that the higher the levels of channel integration quality, the higher the levels of customer engagement for the customers. Therefore, the findings indicate that channel integration quality is an important variable which is strongly connected with customer engagement. Additionally, it can be stated that several factors can result on higher levels of customer engagement and their significance should be considered in any strategic decision.