Customer experience in omnichannel retailing

Retailing has changed dramatically in the last two decades due to the advent of omnichannel retailing, which refers to the broadened scope of channels to include additional digital channels and their integration. This project aims to 1) investigate the nature of perceived quality in a retail omnichannel environment, 2) develop a measurement model for measuring perceived omnichannel retail quality, 3) assess the links between perceived omnichannel retail quality and customer relationship construct such as CE, and 4) investigate the boundary conditions in the models developed in this project.