Safe customer experience in omnichannel retailing

Customer experience (CX) is key to gaining advantage in omnichannel retailing. Recently, customers’ concern for safety has increased which has become a critical challenge in retailing. However, a comprehensive understanding of how safety aspects influence overall CX in today's omnichannel retailing is missing. Therefore, this project aims to investigate how safety aspects as perceived by omnichannel retail customers affect overall CX perceptions and consumer behavior.