Enhancing Customer Experience in Omnichannel Retailing Using Online Reviews

Abstract

Online reviews enable customers to look out for specific, trustworthy information by sharing their prior purchasing experiences. These user-generated reviews play a vital role in advancing consumer experience and product information, influencing the intent to purchase and adding to the customer experience to a large extent. This book chapter aims to explore the critical role of online reviews in an omni-channel shopping environment and its impact on facilitating the shopping experience of the customer using S-O-R framework. Mixed-method approach was applied to explore how online reviews support an Omni channel retailing environment. It further discusses how online reviews influence shopping experience in retail stores who have adopted omnichannel strategies.