L5. Understanding the Components and Effects of the Omnichannel Seamless Experience.

This paper aims to investigate empirically the concept of Omnichannel Seamless Experience (OSE) and its impact on Social Media Engagement (SME). Results confirm the multidimensionality of the OSE, namely, consistency, freedom in channel selection and synchronization, which directly impact on consumer satisfaction with the omnichannel interaction and indirectly on SME.


PAULA RODRÍGUEZ-TORRICO, Lauren Trabold, Sonia San-Martín, and Rebeca San José (2018) ,"L5. Understanding the Components and Effects of the Omnichannel Seamless Experience.", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 926-926.


PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)


NA - Advances in Consumer Research Volume 46 | 2018

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