Role of omnichannel approach in influencing customer loyalty

Abstract

This study assesses how omnichannel presence influences customer satisfaction and loyalty. Lifestyle is the identified focus brand for the study, which uses omnichannel retailing, thus leveraging the latest development in technology and supply chain operations. The study explores the preferential choice of customers between omnichannel and multichannel/single approaches based on factors such as product availability and price comparison/discovery. The omnichannel presence surpassed the multichannel/single approach because of the seamless and consistent experience across all touchpoints. Moreover, Tech-savvy consumers are more inclined towards omnichannel presence.