Strengthening journey satisfaction through effective customer journey design for omnichannel retailing

Abstract

Purpose Studies on omnichannel retailing are limited. Thus, this study emphasizes the importance of understanding how omnichannel retailing can be strategically managed to enhance journey satisfaction. Channel choice breadth and channel integration are crucial in customer journey design because they can ensure seamless coordination and synergy across all channels. Perceived ubiquity and location-based services can also facilitate excellent customer journey design. Meanwhile, customer journey design is a crucial means for enhancing utilitarian value, hedonic value and perceived fluency, thereby understanding that these factors influence journey satisfaction. Design/methodology/approach We used a structural equation model that involved linear structural relations and PROCESS to test the proposed model and sequential mediation analysis. Findings Channel choice breadth, channel integration, perceived ubiquity and location-based services positively influence customer journey design, which in turn enhances utilitarian value, hedonic value and perceived fluency, ultimately leading to higher journey satisfaction. Originality/value This study proposes an appropriate approach aimed at identifying and systematizing the key mechanisms that drive seamless omnichannel retailing. By focusing on the synergy between channels, this approach provides a strategic framework for omnichannel retailers to enhance customer experience and journey satisfaction.