Exploring the capability–experience–satisfaction (CES) pathway in omnichannel retailing
Li-Wei Wu, Chung-Yu Wang, Ellen RouyerPurpose
This study proposes that fulfilment, fluency and flexibility represent the consequences of omnichannel capability and act as key drivers of journey satisfaction. The study also examines whether journey satisfaction affects broader retailer-level customer satisfaction over time.
Design/methodology/approach
This study utilised a multi-method design combining survey and experimental data. Structural equation modelling and PROCESS analyses were based on survey data from 420 customers with omnichannel shopping experience. To provide supplementary evidence for the proposed pathway, an additional experimental study was conducted with 80 participants, and the results were analysed using logistic regression.
Findings
Results showed that omnichannel capability had positive effects on fulfilment, fluency and flexibility, which, in turn, had positive effects on journey satisfaction. Longitudinal analysis showed that journey satisfaction at T0 had a positive effect on broader retailer-level customer satisfaction at T1 one year later.
Originality/value
This study emphasises the importance of omnichannel capability in understanding customer satisfaction over time. It develops and examines the capability–experience–satisfaction pathway. Findings suggest that omnichannel capability should be managed as an integrated organisational capability supporting journey experiences, satisfaction and broader customer satisfaction over time.