An Empirical Investigation into the Antecedents and Consequences of Customer Engagement in Omnichannel Retailing

Zach W. Y. Lee, Tommy K. H. Chan, Alain Yee-Loong Chong, Dimple R. Thadani

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

Engaging customers across channels has become one of the biggest challenges for retailers adopting an omnichannel strategy. In this study, we examine how channel integration quality influences customer engagement in the context of omnichannel retailing. Drawing on the conceptual model of customer engagement, we proposed a research model to explain the effects of breadth of channel choice, transparency of channel-service configuration, content consistency, and process consistency on customer engagement, as well as the positive outcomes associated with the engagement. The research model will be tested with a sample of 500 omnichannel customers using a structural equation modeling approach. This study is expected to contribute to the research on, and practice of, the omnichannel customer engagement by validating the antecedents and consequences of such engagement as well as providing practitioners with insights into devising a successful omnichannel retailing strategy.
Original languageEnglish
Title of host publicationPACIS 2017 Proceedings
PublisherAIS Electronic Library
Number of pages7
Publication statusPublished - 16 Jul 2017
Event21st Pacific-Asia Conference on Information Systems: “Societal Transformation Through IS/IT” - Langkawi Island, Malaysia
Duration: 16 Jul 201720 Jul 2017
https://aisel.aisnet.org/pacis2017/

Conference

Conference21st Pacific-Asia Conference on Information Systems
Abbreviated titlePACIS 2017
CountryMalaysia
Period16/07/1720/07/17
Internet address

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