OMNI-CHANNEL CUSTOMER EXPERIENCE AND ADVANCING CUSTOMER LOYALTY

被引：0

作者：

Alim, Md. Abdul ^{[1
]}

Shafiullah, Md. ^{[1
]}

Sazid, Yheetishamul Khan ^{[1
]}

Datta, Kanon ^{[1
]}

Fida-Ul Huq, Md. ^{[1
]}

Al Akib, Asif ^{[2
]}

Hossain, Md. Julhaz ^{[3
]}

机构：

[1] Univ Rajshahi, Dept Mkt, Rajshahi 6205, Bangladesh

[2] Univ Rajshahi, Dept Finance, Rajshahi 6205, Bangladesh

[3] Univ Rajshahi, Inst Business Adm, Rajshahi 6205, Bangladesh

来源：

ASIAN ACADEMY OF MANAGEMENT JOURNAL | 2025年 / 30卷 / 01期

关键词：

omni-channel customer experience; customer loyalty; fashion brands; Bangladesh; OMNICHANNEL; QUALITY; MODEL; SEM;

D O I：

10.21315/aamj2025.30.1.4

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

Grounded on the customer experience theory and perceived value theory, the current study examines how omni-channel customer experience (OCCE) in fashion brands promotes customer loyalty in an emerging economy context. Fashion brand customers (N = 372) revealed that OCCE significantly influences customer satisfaction, increases perceived value, and advances customer loyalty. Likewise, omni-channel customer satisfaction (SAT) and perceived value also lead to customer loyalty. The study further demonstrates that SAT and perceived value also have an indirect effect on the relationship between OCCE and customer loyalty. These important insights would contribute to advancing the existing understanding in similar domains. The theoretical and practical implications, study shortcomings, and avenues for future studies are also outlined.

引用

页码：97 / 119

页数：23

共 74 条

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