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SafeCX: a framework for safe customer experience in omnichannel retailing

Syed Mahmudur Rahman (Department of Marketing, Macquarie University, Sydney, Australia)
Jamie Carlson (The University of Newcastle, Callaghan, Australia)
Noman H. Chowdhury (Brac University, Dhaka, Bangladesh)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 2022

Issue publication date: 7 June 2022

1581

Abstract

Purpose

The experience of safety as perceived by customers is a central issue in retailing, and its importance has increased because of the pandemic. Substantial literature exists addressing different factors related to safety/security experience in different types of retail channels. However, what is missing is a unified framework to guide safe customer experience initiatives across all channels. Therefore, this study aims to investigate the safety elements in omnichannel retailing as perceived by customers and how these safety elements affect customer experience (CX) judgments and consumer behavior in a post-pandemic context.

Design/methodology/approach

A systematic literature review on safety/security studies in a retail context is conducted, followed by a qualitative study driven by a means-end-chain laddering technique collecting data from 62 retail customers in Australia, the USA and UK.

Findings

Fourteen distinct safety elements in omnichannel retailing are identified. Four elements are relevant to the CX at the pre-purchase stage of the customer journey: social inclusiveness, role readiness, employment policy and safety policy enforcement. Six elements are relevant to the during-purchase stage: physical safety, personal hygiene, spatial distancing, fraud prevention, security surveillance and safety signal. The remaining four elements are relevant to the post-purchase stage: delivery safety, safety recall, mental health and data usage.

Originality/value

This study presents a new unified framework addressing safety and security in post-pandemic retail service settings. The SafeCX framework offers researchers and managers a holistic understanding of the distinct safety elements that shape customers’ perceptions across each customer journey stage of the retail CX.

Keywords

Citation

Rahman, S.M., Carlson, J. and Chowdhury, N.H. (2022), "SafeCX: a framework for safe customer experience in omnichannel retailing", Journal of Services Marketing, Vol. 36 No. 4, pp. 499-529. https://doi.org/10.1108/JSM-04-2021-0114

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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