"Be seamless, my firm!"cómo gestionar la experiencia de interacción omnicanal con los consumidores

  1. Paula Rodríguez Torrico 1
  2. Lauren Trabold Apadula 2
  3. Sonia San Martín Gutiérrez 1
  4. Rebeca San José Cabezudo 1
  1. 1 Universidad de Burgos

    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

  2. 2 PhD, Assistant professor de Marketing. Manhattan College (EE.UU.)
Revista de marketing y publicidad

ISSN: 2659-3904

Year of publication: 2021

Issue: 3

Pages: 7-38

Type: Article

DOI: 10.51302/MARKETING.2021.700 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Revista de marketing y publicidad


Índice Dialnet de Revistas

  • Year 2021
  • Journal Impact: 0.200
  • Field: COMUNICACIÓN Quartile: C3 Rank in field: 47/67


  • Social Sciences: C


Nowadays, firms are facing a challenge, to offer an omnichannel seamless interaction experience (OSIE) in all channels and touchpoints, which is key for both customers and companies. However, there is still little research that provides theoretical and empirical evidence on how companies can create such an experience and its consequences. Therefore, this work aims to advance the knowledge of this experience to respond to business needs and, particularly, analyze: (1) the impact of the OSIE on consumer satisfaction, and (2) the impact of the OSIE on the flow state and the subsequent likelihood of sharing word of mouth (WOM). From two studies and using two research methods, a survey (N = 170) and a controlled experiment (N = 220), these relationships were tested. The findings confirm the positive effect of OSIE on customer satisfaction, flow state, and WOM. Besides, this work provides detailed business recommendations to help professionals in omnichannel management.

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