A Reciprocal Model of Omnichannel Customers’ Spend
DOI:
https://doi.org/10.1229/tecempresarialjournal.v21i1.771Keywords:
omnichannel consumer behaviour, customer value, non-recursive (reciprocal) SEM modelAbstract
This study investigates the reciprocal relationship between omnichannel customer behavior and spending, addressing an ongoing discourse and critical gap in the literature. While previous research has shown omnichannel customers tend to be more valuable, the underlying mechanisms and directionality of this relationship remain unclear. Using a novel combination of survey and transactional data from a grocery retailer, we employ a non-recursive structural equation model to analyze factors such as smart shopping goals, customer satisfaction, repurchase intentions, and omnichannel usage. Our results reveal a reciprocal relationship, demonstrating that omnichannel services drive increased customer spending, while higher spending enhances the adoption of omnichannel services. Additionally, smart shopping motives, particularly time savings and a sense of achieving a “smart purchase,” significantly influence omnichannel intentions. This study makes a unique contribution by integrating economic and consumer efficiency theories to offer a comprehensive understanding of omnichannel shopping behaviors. The findings provide actionable insights for businesses to optimize omnichannel strategies and deepen customer engagement. The study also proposes future research directions to explore long-term behavioral changes and industry-specific variations in omnichannel adoption.References
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