Key points are not available for this paper at this time.
This study aims to uncover how omnichannel attributes, namely, integrated promotion, integrated information access, consistent product information, integrated order fulfilment, omnichannel personalization, and sociability, affect customer empowerment and engagement, which subsequently generate loyalty intention while considering the moderating effect of alternative attractiveness and relationship proneness. Based on data collected from an online panel survey, a combined importance-performance map analysis (cIPMA) was applied. The results revealed that customer empowerment and engagement are psychological mechanisms that connect omnichannel attributes and loyalty intention. Alternative attractiveness and relationship proneness are significant moderators. This study provides guidelines for cultivating specific consumer behaviour (i.e. customer loyalty) via omnichannel operation.
Wang et al. (Mon,) studied this question.