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This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer experiences enhance customer engagement and how that engagement leads to customer citizenship behaviour. The influence of return policies on the relationship between customer engagement and customer citizenship behaviour was also examined.

Partial least squares structural equation modelling (PLS-SEM) is used to examine the framework of the proposed study with data collected through a survey (n = 251) to examine the opinions of the respondents about the variables mentioned. The authors also assessed the proposed framework using predictive power assessment using PLS predict.

The study results reveal that customers’ experiences of integration and flexibility in omnichannel retail are positively associated with their engagement. However, customer experiences of connectivity, consistency and personalization do not appear to affect customer engagement significantly in omnichannel retail. The return policy positively moderates the relationship between customer engagement and customer citizenship behaviour in the omnichannel fashion retail context. Predictive power assessment shows that the proposed model has high prediction accuracy.

This study contributes to the marketing literature by investigating different dimensions of consumer experience collectively and its impact on customer engagement and citizenship behaviour. Furthermore, the study contributes to omnichannel retail in fashion industry by testing the return policy as a moderator variable on the relationship between customer engagement and citizenship behaviour.

Este estudio, basado en la teoría SOR, enriquece la comprensión del comportamiento cívico del cliente en el comercio minorista de moda omnicanal examinando cómo las diferentes experiencias del cliente mejoran el compromiso de éste y cómo dicho compromiso conduce al comportamiento cívico del cliente. También se examina la influencia de las políticas de devolución en la relación entre el compromiso del cliente y el comportamiento ciudadano del cliente.

Se utilizó la modelización PLS-SEM para examinar el marco del estudio propuesto con datos recogidos mediante una encuesta (n = 251) para examinar las opiniones de los encuestados sobre las variables mencionadas. Los autores también evaluaron el marco propuesto mediante una evaluación del poder predictivo utilizando la predicción PLS.

Los resultados revelan que las experiencias de integración y flexibilidad de los clientes en el comercio minorista omnicanal se asocian positivamente con su compromiso. Sin embargo, las experiencias de los clientes de conectividad, coherencia y personalización no parecen afectar significativamente al compromiso del cliente en el comercio minorista omnicanal. La política de devoluciones modera positivamente la relación entre el compromiso del cliente y el comportamiento ciudadano en el contexto del comercio minorista de moda omnicanal. La evaluación del poder predictivo mostró que el modelo propuesto tenía una alta precisión de predicción.

El estudio contribuye a la literatura de marketing investigando colectivamente diferentes dimensiones de la experiencia del consumidor y su impacto en el compromiso del cliente y el comportamiento ciudadano. Además, este estudio contribuye a la venta minorista omnicanal en la industria de la moda al probar la política de devoluciones como variable moderadora de la relación entre el compromiso del cliente y el comportamiento ciudadano.

本研究以 SOR 理论为基础, 通过研究不同的顾客体验如何提高顾客参与度, 以及顾客参与度如何推动顾客公民行为, 丰富了对全渠道时尚零售中顾客公民行为的理解。研究还探讨了退货政策对顾客参与和顾客公民行为之间关系的影响。

本文采用 PLS-SEM 模型来检验拟议的研究框架, 并通过调查（n = 251）收集数据, 以检验受访者对上述变量的看法。作者还通过使用 PLS 预测评估预测能力, 对提出的框架进行了评估。

通过调查（n = 251）收集的数据, 使用 PLS-SEM 模型来研究拟议的研究框架, 以考察受访者对上述变量的看法。作者还通过使用 PLS 预测评估预测能力, 对提出的框架进行了评估。

研究结果表明, 顾客在全渠道零售中对整合性和灵活性的体验与他们的参与度呈正相关。然而, 顾客在连通性、一致性和个性化方面的体验似乎并未对顾客参与全渠道零售产生显著影响。退货政策对全渠道时尚零售中顾客参与和公民行为之间的关系起到了积极的调节作用。 预测能力评估表明, 所提出的模型具有较高的预测准确性。

本研究通过对消费者体验的不同维度及其对顾客参与和公民行为的影响进行综合研究, 为营销文献做出了贡献。此外, 本研究通过检验退货政策作为顾客参与和公民行为之间关系的调节变量, 为时尚行业的全渠道零售做出了贡献。

This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors in explaining the behavioural intention of Gen Y consumers to use omnichannel service.

Data collected through surveys from 287 Gen Y consumers has been analysed through structural equation modelling to examine direct and mediated relationships between the constructs influencing behavioural intention to use omnichannel service.

Findings indicate that perceived ease of use, social influence, perceived trust, and personal innovativeness positively affect behavioural intention to use omnichannel service, with the result accounting for 48% of the variance. We also demonstrate that perceived value and perceived ease of use mediate the association between personal innovativeness and behavioural intention to use omnichannel service.

The study provides valuable insights into adopting technology-based offerings for Gen Y customers. The presented model can be extended for analysing consumers' behavioural intentions by considering additional variables, such as consumer personality traits and diverse cultural settings. The study may help managers and policymakers formulate a consumer-focussed strategy to win over modern retail consumers.

This study explores the behavioural intention of Gen Y consumers in availing omnichannel services. Further, the study contributes to the technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT) or UTAUT2 theories that may need to be extended in the omnichannel shopping context.

The aim of the study presented in this paper is to investigate the interrelationships among technologies in retail, webrooming and showrooming purchase intentions and customer experience.

The study was conducted in the fashion industry in three fashion groups: LPP, CCC and Inditex, which declare to use omnichannel solutions in their supply chains. The study focusses on 825 customers drawn from the emerging market in Poland. The research follows the partial least squares path model procedure.

Based on the study, it was concluded that out-store technologies are positively associated with omnichannel purchase intentions and also positively associated with cognitive and affective customer experience. This study proves that the boundary between traditional and online stores is beginning to blur, and thanks to new technologies, customers can experience traditional shopping resembling online shopping, and vice-versa.

Although the results provide several major contributions to theory and implications for practitioners, the study still demonstrates some methodological constraints. More specifically, although the study employs a relatively large research sample of 825 shoppers, it still focusses only on a selected group of customers in three fashion groups, LPP, CCC and Inditex, and is limited to investigating a particular type of customer experience solely in the fashion industry.

The results of this study not only verify the theoretical concepts and assumptions of technologies supporting omnichannel retail but also offer a practical roadmap for creating omnichannel solutions providing the best customer experience.

Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices which has been defined as multi, cross and omnichannel behavior. These behaviors have attracted the attention of academics and become a hot topic in literature. As a result, vast amounts of studies on the subject need to be revised and clarified. Thus, the aim of this chapter is to synthetize the primary academic literature that analyzes multi, cross and omnichannel behavior from the consumer point of view. To do that, first, the main concepts (multi, cross and omnichannel) and their differences are clarified. Second, the major findings of channel mix literature regarding the topics, channel scope and theories are exposed and described. Third, the opportunities and future lines of research are presented. This chapter contributes to the literature by clarifying the conceptualization of multi, cross and omnichannel behaviors; offering a complete picture of the main topics, channel approaches and theories addressed in channel mix literature; and presenting future research opportunities and open research questions in a channel mix context that could serve as a starting point to build further research.

Digital technology plays a vital role in empowering omnichannel integration. Research on digital technology has recently attracted attention and rapidly developed. However, a comprehensive assessment of the research status and potential gaps is yet to be conducted. Thus, this study investigated the current research status of digital technology-empowered omnichannel integration, and future research directions are proposed.

A three-stage bibliometric analysis was conducted on 764 articles published from 2000 to 2023, cited in the Web of Science database. Furthermore, performance and thematic analyses were performed.

The most productive contributors and influential articles in this field were identified, and four themes of focus were discovered: service quality, o2o commerce, omnichannel retailing, and digital transformation.

To the best of our knowledge, this work is the first attempt to enable researchers to understand the vast body of published scholarship on digital technology-empowered omnichannel integration.

This study uses the antecedents, decisions and outcomes (ADO) framework to identify how perceived risks and benefits relate to the omnichannel strategy and influence consumer behavior.

A systematic review was conducted on 111 articles (2014–2023) on Scopus using NVivo® software for content analysis.

The literature on omnichannel is fragmented between journals and lines of research, making it difficult to identify influential journals in the area and preventing effective convergence. When the perception of risk is greater than the perception of benefits, companies must understand how to mitigate the risk, so that the adoption of an omnichannel strategy is not canceled.

The review is limited to one database and does not consider specific products/services or consumer profiles.

This review broadens understanding of omnichannel from a perspective neglected by researchers, namely risks and benefits and their impacts on organizational results. The model will clarify how the literature on omnichannel has evolved and instigate new research.

The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity.

Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical test. The paper reports on data collected from 312 service-oriented global firms in Australia, through a cross-sectional survey. Data were analyzed using structural equation modeling.

The findings suggest that content management (i.e. information consistency, source trustworthiness and endorsement) and concerns management (i.e. privacy, security and recovery) capabilities are the two significant antecedents of positive WOM within a B2B omnichannel setting in international marketing. The findings also confirm the key mediating role of CE between positive WOM and customer equity.

The findings extend dynamic capability theory in the context of international marketing by linking WOM, CE and customer equity. The findings add further theoretical rigor by establishing the nomological chain between positive WOM and customer equity, in which CE plays a key mediating role.

By increasing the digitalization of commercial services citizens' expect more from public services. First of all, this study will strive to identify which problems citizens encounter when they use a complex public service: preparation of an application for a building permit. In the light of the popularity of omnichannel approaches, the study then explores how omni-channel could help to address the problems which have been identified.

We implement the first phases of an action design science research project. We collect data both from citizens and public agencies and frame them as transparency problems. These abstract problems are then addressed by an omnichannel service provision as an abstract solution. The abstract solution is then instantiated in a design in the form of a user scenario developed in collaboration with current and future public officials.

The analysis uncovers multiple transparency issues: it distinguishes between process, case, language, cross-channel and cost transparency. One root cause of the transparency issues observed is the lack of service transparency which defines the purpose and scope of a ser-vice. We therefore recommend defining a service-strategy before informational and technical aspects of an omnichannel approach can be implemented. Following this strategy, omnichannel offers public administrations unique opportunities to excel in citizens' service provision.

The study provides insights into how citizens view complex public services. For researchers, this study offers the conceptualization as transparency issues. Practitioners from the public administrations can also benefit from the concept and vision of omnichannel public services.

Despite the increasing relevance of seamless shopping experience in an omnichannel context, research on how seamless shopping experience affects customers’ word of mouth on social media (sWOM) remains scant. Based on the attribution theory, this study aims to investigate the effects of seamless shopping experience types on customers’ sWOM intentions from the perspective of smart-shopping feelings and validated the moderation role of shopping orientation.

Using a data set of 301 omnichannel customers, three scenario-based experiments were conducted to address the research questions.

An efficient and interconnected experience is more likely to positively affect sWOM intentions than an inefficient but interconnected experience. Furthermore, smart-shopping feelings were found to have a significant mediating effect. For experiential-oriented shoppers, the positive relationship between an efficient and interconnected experience, smart-shopping feelings and sWOM intentions was significantly strengthened.

This research contributes to the sWOM and omnichannel service experience literature by investigating the influences of seamless shopping experience types on customers’ sWOM intentions. This research also provides recommendations for designing and delivering a superior, seamless shopping experience for omnichannel shoppers.

Digitalization is revolutionizing the retail sector as today's consumers prefer a seamlessly integrated, fluid and irritation-free shopping experience enhanced with artificial intelligence (AI)-powered technologies. Literature highlights gaps in the understanding of the shopping experience in an omnichannel context, involving aesthetic, cognitive and affective experience dimensions. This research highlights the direct effects and the mechanism triggered in the presence of such device.

A sample of 259 consumers was interviewed at the point of sale. Data have been collected after a shopping experience in two concept stores belonging to the same fashion brand: (1) not equipped with AI-powered technology and (2) equipped with these tools. The measurement scales were validated through ANCOVA analysis and causal relationship analysis with structural equation modeling.

The results show that the presence of an in-store AI-powered technologies in a connected store generates a higher aesthetic reaction when visiting the store, a higher absorption when shopping through the flow and a higher intent to purchase. The authors further investigate the underlying mechanism triggered by the presence of this technology, which enables the authors to outline their consequences regarding purchase intention.

The study, conducted within an actual connected store in France, explores the impact of AI technology in connected retail environments on consumer responses. It is an early research in this field, shedding light on a rarely explored area. The authors’ research addresses a significant gap, providing insights into AI-driven retail experiences.