Retailers, You Can Get Omni-Shopper’s Satisfaction!

Nuria Viejo-Fernández (Universidad de Oviedo, Spain)
Sneha Saha (CHRIST (Deemed to be) University, India)


This paper evaluates the influence that information processing routes have on omni-shopping behavior, as well as analyzing the consequences of this behavior for retailers through a cognitive-affective approach. A sample of 705 mobile phone users was used for this purpose. The results obtained using the binomial logit model in a first phase and later with an application of structural equations, reflect that omni-shoppers have a more planned purchasing behavior than those who develop a one-stop shopping behavior. They search for information in a rational and deep way, spending time and effort. As for the consequences that the omni-channel behavior has for retailers, it has been found that those omni-shoppers who experience negative emotions with the retailer, have a low perceived value of the company and their satisfaction will also be negative.


Omni-channel customer behavior; Routes to persuasion; Emotions; Perceived value; Satisfaction; Retail

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