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A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing

Lookup NU author(s): Professor Savvas PapagiannidisORCiD, Professor Eleftherios AlamanosORCiD



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


In light of the complex customer behaviour and customer journeys in omnichannel retailing, this study aims to investigate customer co-creation behaviour, customer response and customer experiential values as critical aspects of the customer journey, and examine their impact on the level of customer journey satisfaction. The results confirmed the significance of all factors, except information seeking and arousal, in all phases and exploration in the post-purchase phase, on customer journey satisfaction. For a further examination, this study classified the participants into three different segments according to their journey pattern and scrutinised whether the impact of the three predictors of customer journey satisfaction varied across customer segments. The analysis showed that customer segments were fragmented. The impact of customer co-creation behaviour, customer response and customer experiential values on customer journey satisfaction varied across the three customer segments. A heatmap highlighted the most influential factors of each customer segment. The study yielded several theoretical contributions and insights into omnichannel customers for managers.

Publication metadata

Author(s): Tueanrat Y, Papagiannidis S, Alamanos E

Publication type: Article

Publication status: Published

Journal: Journal of Retailing and Consumer Services

Year: 2021

Volume: 61

Print publication date: 01/07/2021

Online publication date: 02/04/2021

Acceptance date: 19/03/2021

Date deposited: 21/03/2021

ISSN (print): 0969-6989

ISSN (electronic): 1873-1384

Publisher: Elsevier


DOI: 10.1016/j.jretconser.2021.102550


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