Role of Consistency in Omnichannel Integration: Effects on the Continuous Versus Serendipitous Customer Experience

Channel integration to provide a seamless customer journey experience plays a central role in omnichannel marketing. However, not all dimensions of channel integration enhance customer experience. We decompose the dimensions of customer-perceived consistency in channel integration and investigates the impact on two customer experience types: continuous and predictable customer experience and serendipitous and unpredictable customer experience. The analysis reveals that content consistency, process consistency, and promotion consistency significantly affect both continuous and serendipitous customer experience, but price consistency and assortment consistency do not considerably impact serendipitous customer experience. These insights offer valuable direction in shaping omnichannel integration strategies.