Analysing the Impact of Omni-channel Customer Delight on Repurchase Intention

IF 2.3 Q3 BUSINESS Global Business Review Pub Date : 2023-08-16 DOI:10.1177/09721509231178969

Rajeev Gupta, Prof Vikas Kumar, A. Kaushik, D. Gupta

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引用次数: 0

Abstract

Merely satisfying the customers is not enough; delighting them by offering unexpected, innovative and surprising services has become crucial. For this, firms invest in several channels and attract delighted customers. The current research examines the impact of Omni-channel customer delight on customers’ repurchase intention. The proposed conceptual model develops several hypotheses relating to customer delight in the Omni-channel context by reviewing rich literature on customer delight. Data were collected from 496 respondents using convenience sampling, representing 24 states of India. Using Smart PLS software, collected data were examined through structural equation modelling. Surprise and joy are crucial to offline customer delight, while satisfaction, usefulness and entertainment play significant roles in online customer delight. Also, Omni-channel customer delight significantly influences repurchase intentions; therefore, paying attention to all antecedents of customer delight is essential. The research provides a basic understanding of customer delight in Omni-channel contexts and offers directions to formulate various strategies to delight customers beyond satisfaction. The article adds value to existing knowledge relating to Omni-channel retailing. Omni-channel customer delight is undoubtedly an emerging research domain in the current Omni-channel retailing.

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全渠道客户满意度对回购意愿的影响分析

仅仅满足顾客是不够的；通过提供出乎意料、创新和令人惊讶的服务来取悦他们变得至关重要。为此，公司在多个渠道上进行投资，吸引高兴的客户。目前的研究考察了全渠道客户满意度对客户回购意愿的影响。所提出的概念模型通过回顾关于客户愉悦的丰富文献，在全渠道背景下发展了几个与客户愉悦相关的假设。数据是通过方便抽样从496名受访者中收集的，他们代表了印度的24个邦。使用Smart PLS软件，通过结构方程建模对收集的数据进行检查。惊喜和快乐对线下客户的愉悦至关重要，而满意度、有用性和娱乐性对在线客户的愉悦起着重要作用。此外，全渠道客户满意度显著影响回购意向；因此，关注顾客愉悦的所有前因是至关重要的。该研究提供了对全渠道环境下客户愉悦的基本理解，并为制定各种策略以超越满意度来取悦客户提供了指导。这篇文章增加了与全渠道零售相关的现有知识的价值。全渠道客户愉悦无疑是当前全渠道零售中一个新兴的研究领域。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Global Business Review BUSINESS-

CiteScore

7.10

自引率

12.50%

发文量

107

期刊介绍： Global Business Review is designed to be a forum for the wider dissemination of current management and business practice and research drawn from around the globe but with an emphasis on Asian and Indian perspectives. An important feature is its cross-cultural and comparative approach. Multidisciplinary in nature and with a strong practical orientation, this refereed journal publishes surveys relating to and report significant developments in management practice drawn from business/commerce, the public and the private sector, and non-profit organisations. The journal also publishes articles which provide practical insights on doing business in India/Asia from local and global and macro and micro perspectives.