Unraveling Customer Engagement in Omnichannel...

Unraveling Customer Engagement in Omnichannel Retailing: A Conceptual Framework

Author Name : Neena Sinha, Nikita Kataria, Garima Kapoor

DOI: https://doi.org/10.56025/IJARESM.2024.120924219

ABSTRACT This paper offers an insight on channel integration in the omnichannel era and how it impacts Customer Engagement. We carry out a comprehensive review of literature and propose a conceptual model using the S-O-R framework, underpinned by the flow theory. The proposed framework provides the basis for understanding how channel integration dimensions impact customer engagement via flow state of experience. Consumers use multiple channels and touchpoints during the purchase journey. In the omnichannel retailing, widespread channels of the retailers integrate to provide a seamless shopping experience to the consumers. Hence it becomes imperative to study how channel integration can impact customer engagement via flow state of experience. The proposed model is a progression in this area of domain.