Seamless Omnichannel Integration: Enhancing Customer Satisfaction in Retail

With the rise of internet connectivity and technological improvements, customer behaviour has changed, leading to expectations of simultaneous and seamless use of multiple channels. These changes are driving a new business model that prioritises the customer-brand relationship, requiring retailers to focus on understanding how they can optimise value to deliver a more personalised experience. As a result, retailers have increased their investment in omnichannel retailing and need to make accurate assessments in order to respond to the evolving retail market and deliver a consistent and seamless customer experience. The aim of this study is to test the proposed conceptual model, which analyses the impact of a seamless experience on customer satisfaction, as well as its effects on repurchase intentions, word of mouth, trust in the retailer and continuance intentions. The results indicate that a seamless experience has a positive effect on customer satisfaction, as well as on continuance intention, repurchase intention, word of mouth and trust in the retailer. In addition, customer satisfaction has a positive effect on continuance intention, repurchase intention, word of mouth and trust in the retailer. Virtual store quality has a direct positive effect on satisfaction. However, physical store quality does not have a significant effect on customer satisfaction.