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This research work was designed to investigate the changing dynamics of the retail landscape driven by omnichannel retailing, and to determine the effects on the omnichannel customer’s experience. The role of omnichannel customer behavior in the relation between omnichannel retailing and customer experience was assessed through a survey of 265 omnichannel customers of different fashion retail brands in Pakistan. The results of partial least squares structural equation modeling (PLS-SEM) showed a strong mediating effect of omnichannel customer behavior in channeling the drivers of omnichannel retailing towards an enhanced customer experience. Omnichannel retailing helps to enhance the customer experience via determinants of omnichannel integration, order fulfilment, usability and seamlessness. The research findings underpin the positive significant effect of all factors of omnichannel retailing on the customer experience. Among the four omnichannel retailing constructs, seamlessness emerged as a major direct and indirect contributor, followed by omnichannel integration and usability dimensions. Notwithstanding the small sample size, this research contributes to the omnichannel retailing landscape of Pakistan’s fashion retail industry by suggesting a functional approach for creating a fully integrated shopping experience and omnichannel strategies for fashion brands. Furthermore, it will also provide brands an opportunity to strengthen their customers’ experience throughout the buying channel.
Riaz et al. (Tue,) studied this question.