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International Journal of Academic Research in Business and Social Sciences

Open Access Journal

ISSN: 2222-6990

Increasing Customer Satisfaction through Omnichannel Retailing

Sean Jui Hee Ng, Adriana Mohd Rizal, Haliyana Khalid, Theresa Char Fei Ho, Musli Sahimi

http://dx.doi.org/10.6007/IJARBSS/v11-i11/11267

Open access

Customer satisfaction is one of the success factors for many retailers. With the widespread use of smartphones worldwide, retailers have adopted many new innovative and disruptive retail business models. Digitalization brings retail business into a new era and has profoundly and positively affected the business' strategy. Retailers strive to provide customers with an easy, smooth, happy, joyful, and relaxed shopping experience. One of the disruptive digital innovations in retailing is Omnichannel Retailing. The ideas are to rejuvenate, revitalize, and increase customer satisfaction during their shopping journey either at the store (offline) or through online shopping platforms. The customer shopping experience is enhanced by providing channels and touchpoints that are emerged during their shopping journey. The objective of this study is to review the customer relationship literature within the context of the omnichannel retailing perspective. This study proposes a conceptual model to understand the factors that increase customer satisfaction through omnichannel retailing.

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In-Text Citation: (Ng et al., 2021)
To Cite this Article: Ng, S. J. H., Rizal, A. M., Khalid, H., Ho, T. C. F., & Sahimi, M. (2021). Increasing Customer Satisfaction through Omnichannel Retailing. International Journal of Academic Research in Business and Social Sciences, 11(11), 696 – 707.