Omnichannel word-of-mouth genesis: the confluence of online-offline experiences, social influence and skepticism

Abstract

Purpose

This research aims to examine the integral elements of omnichannel retailing, an evolving approach that blends online and offline shopping experiences. It focuses on how various factors – merchandise variety, monetary saving, personal interaction, complaint handling, social influence, perceived crowd and skepticism – affect relative advantage, consumer satisfaction and word-of-mouth (WOM) advocacy in an omnichannel context.

Design/methodology/approach

A comprehensive survey was conducted with 258 participants, and the data were analyzed using partial least squares structural equation modeling (PLS-SEM). This methodology provided insights into the complex relationships between different omnichannel retailing factors and their impact on customer satisfaction and WOM.

Findings

The study found that monetary saving influences both relative advantage and satisfaction. Personal interaction was observed to affect complaint handling and relative advantage. Importantly, relative advantage was found to impact both satisfaction and WOM. Additionally, the study highlighted the roles of social influence and satisfaction in enhancing WOM.

Originality/value

This research adds to the existing literature by providing a nuanced understanding of the dynamics of consumer engagement in omnichannel retailing. It bridges a gap in existing research by concurrently examining the impact of online and offline retail factors on consumer satisfaction and WOM in an omnichannel setting.

Citation

Jeong, E. and Jo, H. (2024), "Omnichannel word-of-mouth genesis: the confluence of online-offline experiences, social influence and skepticism", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-03-2024-0259