Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact

Syed Mahmudur Rahman, Jamie Carlson, Siegfried P. Gudergan, Martin Wetzels, Dhruv Grewal

Research output: Contribution to journalArticlepeer-review

50 Citations (Scopus)
121 Downloads (Pure)


Efforts to measure customer experiences (CX) in multifaceted, omnichannel, retail contexts are crucial but lacking research guidance. Prior service quality literature has established methods for measuring CX in traditional, single-channel contexts but not adapted such measures to omnichannel contexts. With a mixed method research design and studies in eight phases, the authors propose a comprehensive measurement instrument that incorporates a schema- and categorization-based theoretical conceptualization of how customers assess omnichannel retail experiences; they also integrate means–end chain theory to explain perceived omnichannel customer experience (OCX) as a construct. This construct captures multiple omnichannel evaluation dimensions: social communications, value, personalization, customer service, consistency of both product availability and prices across channels, information safety, delivery, product returns, and loyalty programs. Multiple applications of the measurement model empirically confirm the suitability of this instrument in consumer goods omnichannel retail settings. Its 36 items reflect nine first-order quality dimensions that combine to form the overall, second-order OCX construct. The measurement instrument offers sound psychometric properties, as confirmed by several reliability and validity tests, and predicts customer behavior reliably across studies. Thus, the OCX measurement instrument offers utility for theory, management practice, and further research.
Original languageEnglish
Pages (from-to)611-632
Number of pages22
JournalJournal of Retailing
Issue number4
Early online date3 Apr 2022
Publication statusPublished - Dec 2022

Bibliographical note

© 2022 The Authors. Published by Elsevier Inc. on behalf of New York University. Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.


  • Customer experience measurement
  • Omnichannel retailing
  • Quality
  • Scale development


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