Mish a, Sadhana e al.
A icle
Fo ma ion o cus ome alue h ough channel in eg a ion: Modelling
he media ing ole o cogni i e and a ec i e cus ome expe ience in
he omni channel e ail con ex
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Fo ma ion o cus ome alue h ough channel
in eg a ion: Modelling he media ing ole o
cogni i e and affec i e cus ome expe ience in
he omni channel e ail con ex
Sadhana Mish a, Mayank Mish a, P ashan Kuma Pandey, P a een Kuma
Pandey, Sam i i Mahajan & Mohd Asi Shah
To ci e his a icle: Sadhana Mish a, Mayank Mish a, P ashan Kuma Pandey, P a een
Kuma Pandey, Sam i i Mahajan & Mohd Asi Shah (2024) Fo ma ion o cus ome alue
h ough channel in eg a ion: Modelling he media ing ole o cogni i e and affec i e cus ome
expe ience in he omni channel e ail con ex , Cogen Business & Managemen , 11:1, 2349270,
DOI: 10.1080/23311975.2024.2349270
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Fo ma ion o cus ome alue h ough channel in eg a ion:
Modelling he media ing ole o cogni i e and a ec i e cus ome
expe ience in he omni channel e ail con ex
sadhana Mish aa, Mayank Mish ab, P ashan kuma Pandeyb, P a een kuma Pandeyc ,
sam i i Mahajanc and Mohd asi shahd
aDepa men o Managemen and in o ma ion sys em, College o Business adminis a ion, uni e si y o Hail, Kingdom o
saudi a abia; bDepa men o Managemen , Fo une ins i u e o in e na ional Business, Delhi, india; cschool o Comme ce
and Managemen , Lingaya’s Vidyapee h, Fa idabad, Ha yana, india; dDepa men o economics, College o Business and
economics, Kab idaha uni e si y, Kab idaha , e hiopia
ABSTRACT
echnology and he in e ne ha e changed he indian e ail indus y. o be e se e
cus ome s, e aile s a e combining he bene i s o physical loca ions wi h he as
amoun o online in o ma ion. Omnichannel comme ce is a unique sales expe ience
ha combines he bene i s o eal enues wi h he in o ma ion- ich expe ience o
in e ne shopping. hus, he main goal o his s udy is o unde s and how cus ome s
use omni-channel, iden i y he mos impo an ac o s a ec ing hei cus ome
expe iences, and examine how cus ome expe ience a ec s cus ome alue. Wi h he
help o 37 i em-based ques ionnai es a quan i a i e su ey was conduc ed on consume s
who had pu chased om mul ichannel e aile s a leas one ime in he pas yea .
Demog aphics included age, gende , educa ion, and amily income. Fu he s uc u al
equa ion modeling echnique was implied on da a o analyze how in eg a ed channels
a ec cus ome s’ alue om in e ac ions. he indings indica e ha bo h cogni i e and
a ec i e cus ome expe ience ha e signi ican impac on alue c ea ion p ocess o
cus ome s. howe e , he cus ome d ew g ea e alue om in eg a ed p omo ions,
p oduc , and p ice in he p esence o cogni i e cus ome expe ience, whe eas
in o ma ion access was mo e aluable in he p esence o a ec i e cus ome expe ience.
he indings o his s udy demons a e he ele ance o compa ing he e ec i eness o
a ious channel in eg a ion s a egies.
1. In oduc ion
he e ail sec o in india has expe ienced a signi ican ans o ma ion due o he apid ad ancemen s in
echnology and he widesp ead use o he in e ne (shanka e al., 2021; kuma e al., 2022). his e olu-
ion has been pa icula ly p ominen in he indian e ail indus y, as consume beha io and expec a ions
con inue o change. as a esul , he in eg a ion o echnology has become c ucial in eshaping he oun-
da ions o e ail businesses.
in oday’s in e connec ed socie y, consume s in india a e na iga ing a landscape cha ac e ized by
inc eased connec i i y (Basu e al., 2023). hey now expec b ands o p o ide consis en and excellen
se ice ac oss a ious ouchpoin s, such as physical s o es, sma phones, and online pla o ms (Massi
e al., 2023; swamina han, 2021; Yin e al., 2022). his shi in socie al expec a ions has c ea ed a demand
o a shopping channel ha seamlessly b idges he gap be ween di e en e ail pla o ms. expe s and
schola s in he e ail indus y ag ee ha omnichannel e ailing is no jus a passing end bu he ine -
i able u u e o e ailing (sopadjie a e al., 2017; Zhao e al., 2023).
a he co e o his ans o ma i e e ail landscape is he concep o omnichannel e ailing, which aims
o combine he bes aspec s o adi ional b ick-and-mo a s o es wi h he con enience o online
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Mohd asi shah [email p o ec ed].e Kab idaha uni e si y, e hiopia
addi ional a ilia ion o Mohd asi shah: Dean o Facul y, Depa men o economics, Ka dan uni e si y, Pa wane Du, 1001, Kabul, a ghanis an
h ps://doi.o g/10.1080/23311975.2024.2349270
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 25 Oc obe 2023
e ised 18 Decembe
2023
accep ed 24 ap il 2024
KEYWORDS
Omnichannel; online
e ailing; cus ome
expe ience; channel
in eg a ion; cus ome
alue
JEL CODE
M31; l81; M30; O30
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom o
g ea B i ain and
no he n i eland
2 s. Mish a e al.
pla o ms (kondo, 2018; igby, 2011; haichon e al., 2023). i goes beyond simply in eg a ing echnol-
ogy; i is a s a egic business app oach ha s i es o c ea e a seamless and cohesi e expe ience o
consume s ac oss all a ailable channels. By emb acing omnichannel e ailing, businesses can adap o
he changing e ail landscape and mee he e ol ing needs o hei cus ome s.
ex ensi e esea ch has emphasized he c ucial ole o cus ome expe ience in ensu ing he long- e m
iabili y and p o i abili y o a company (Fang e al., 2021; gallino & Mo eno, 2014; Oh & eo, 2010;
Pio owicz & cu hbe son, 2014; swamina han, 2021; en e al., 2023; gao e al., 2023). in oday’s digi-
alized e ail landscape, whe e in eg a ed channel en i onmen s a e p e alen , unde s anding and
imp o ing cus ome alue and expe ience ha e become essen ial no only o su i al bu also o sus-
ained p o i abili y.
agains his complex backd op, ou comp ehensi e s udy aims o del e in o he complex dynamics o
omnichannel e ail en i onmen s, wi h a speci ic ocus on cus ome expe ience and alue c ea ion. as
we na iga e h ough uncha ed e i o y in he e olu ion o e ail, ou esea ch seeks o add ess unda-
men al ques ions ha go beyond me e academic cu iosi y. how does he nuanced emphasis on cus-
ome expe ience in omnichannel e ail en i onmen s con ibu e o he c ea ion o alue o cus ome s?
Wha aspec s o channel in eg a ion in luence he de elopmen o cus ome alue, and wha a eas
emain unexplo ed in his e ol ing ield?
Beyond academia, ou s udy also aims o p o ide aluable insigh s o p ac i ione s who a e g appling
wi h he challenges and oppo uni ies p esen ed by he complex na u e o omnichannel e ailing. as we
con ibu e o he academic discou se, we en ision ou indings se ing as a guiding ligh o e aile s
s i ing o op imize hei ope a ions and enhance he o e all cus ome expe ience wi hin he dynamic
con ex o omnichannel e ailing.
2.Theo e ical backg ound o he s udy
he omnichannel e ailing li e a u e o e s a di e se ange o pe spec i es on he changing dynamics
be ween echnology, consume beha io , and e ail s a egy. in his sec ion, we p o ide a comp ehensi e
analysis o impo an li e a u e sou ces, which p o ide a de ailed unde s anding o he heo e ical oun-
da ions ha shape ou s udy.
2.1. Omnichannel e ailing
Omnichannel e ailing, a ans o ma i e concep in oduced by cummins e al. (2016), signi ies a c ucial
in e sec ion whe e echnological ad ancemen s in e sec wi h signi ican shi s in consume expec a ions.
he essence o omnichannel goes beyond me e echnological in eg a ion; i signi ies a subs an ial ans-
o ma ion in he way consume s in e ac wi h e ail ecosys ems (alexande & ken , 2022). a de ailed
analysis o ecen schola ly li e a u e e eals a no iceable end in consume p e e ences, highligh ing an
inc easing inclina ion owa ds seamless ansi ions be ween online and o line channels.
con empo a y discussions emphasize he necessi y o e aile s o c ea e a uni ied b and expe ience
ac oss a ious ouchpoin s, aligning seamlessly wi h he e ol ing demands o consume s (gaspa in e al.,
2022; Yin e al., 2022). his necessi y is ein o ced by he empi ical obse a ion ha consume s, in hei
pu sui o a cohesi e b and encoun e , seek a con e gence o hei online and o line in e ac ions (Massi
e al., 2023). his s a egic impe a i e no only esona es wi h he cu en e ail landscape bu also an ic-
ipa es he ajec o y o consume expec a ions, emphasizing he need o e aile s o anscend adi-
ional bounda ies.
a no able aspec o his schola ly discou se is he s a egic inco po a ion o cu ing-edge echnologies
in o omnichannel amewo ks. augmen ed eali y and a i icial in elligence, as p ime examples o such
echnologies, ha e eme ged as c ucial conside a ions in con empo a y con e sa ions. hei in eg a ion
in o omnichannel s a egies goes beyond me e ac ical adop ion; i se es as a es amen o he indus-
y’s p oac i e app oach in an icipa ing and su passing consume expec a ions. augmen ed eali y, wi h
i s abili y o o e lay digi al in o ma ion on o he physical wo ld, and a i icial in elligence, wi h i s capac-
i y o enhance pe sonaliza ion and p edic i e analy ics, exempli y he indus y’s commi men o os e ing
a echnologically en iched, consume -cen ic e ail en i onmen .
cOgen BUsiness & ManageMen 3
2.2. Cus ome alue
he concep o cus ome alue is a esponse o he complex na u e o e ol ing consume beha io s and
p e e ences (abid e al., 2022). ecen s udies ocus on pe sonalized cus ome expe iences and he
impac o ailo ed o e ings on pe cei ed alue (alimamy & gno h, 2022; kaabachi e al., 2022; Menidjel
& Bilgihan, 2023). his analysis goes beyond su ace-le el unde s anding and explo es indi idualized
in e ac ions and hei in luence on consume pe cep ions.
One impo an aspec o his explo a ion is he ise o social comme ce, whe e consume in e ac ions
a e in e wined wi h social media pla o ms. ecen esea ch shows how social comme ce shapes con-
sume pe cep ions o alue (Dhaigude & Mohan, 2023; si ega e al., 2023). Use -gene a ed con en plays
a signi ican ole in ampli ying cus ome expe iences and con ibu ing o o e all pe cei ed alue (si ega
e al., 2023). his ela ionship be ween use -gene a ed con en and cus ome alue highligh s he need
o schola ly examina ion o social comme ce.
2.3. Cus ome expe ience
in he e e -e ol ing landscape o cus ome expe ience, ecen li e a u e highligh s he ole o omnichan-
nel analy ics in unde s anding and p edic ing consume beha io (sun e al., 2022; Mahade an & Joshi,
2022). ad anced analy ics, including p edic i e modeling and machine lea ning, ha e empowe ed e ail-
e s o cus omize in e ac ions ac oss channels, ele a ing he o e all cus ome expe ience ( ahman e al.,
2022; sun e al., 2022; us hollka hu e al., 2022). Mo eo e , discussions a ound e hical conside a ions in
da a usage and he implica ions o p i acy conce ns on he cus ome expe ience ha e eme ged as c i -
ical componen s o he schola ly discou se.
2.4. Channel in eg a ion
channel in eg a ion has become synonymous wi h p o iding a seamless cus ome jou ney, bu ecen
challenges ha e p omp ed a e alua ion o s a egies. schola s a e now del ing in o he in icacies o
managing da a silos, ensu ing da a p i acy, and main aining consis ency ac oss di e se channels (sil a
e al., 2023). he ise o oice comme ce, social comme ce in eg a ions, and he blu ing lines be ween
online and o line channels ha e spa ked discussions on he u u e ajec o y o channel in eg a ion
(sil a e al., 2023; hajdas e al., 2022; law y, 2023). he ole o eme ging echnologies, such as block-
chain, in secu ing and s eamlining c oss-channel ansac ions is becoming a ocal poin o esea ch
wi hin his domain.
in wea ing hese addi ional h eads in o he ab ic o he li e a u e e iew, we aim o o e a mo e
comp ehensi e and o wa d-looking pe spec i e on omnichannel e ailing. By add essing ecen ends,
challenges, and eme ging pe spec i es, his s udy seeks o con ibu e no only o he exis ing body o
knowledge bu also o he ongoing con e sa ions shaping he u u e o omnichannel e ail
en i onmen s.
3. Hypo hesis and model de elopmen
3.1. In eg a ed p omo ion (IP)
in eg a ed P omo ion (iP) e e s o a ma ke ing s a egy ha u ilizes ad e isemen s o acili a e con-
sume awa eness ac oss mul iple channels. his app oach is g ounded in esea ch indings ha highligh
he ole o ad e isemen s in aiding buye s o comp ehend a ious channels (gao e al., 2021; Oh & eo,
2010). speci ically, o consume s cha ac e ized by a heigh ened desi e o knowledge, iP eme ges as a
mo e impac ul s a egy (Oh & eo, 2010). his is pa icula ly ele an in he con ex o unc ional in o -
ma ion, which plays a c ucial ole in assis ing clien s in making well-in o med pu chasing decisions
h oughou hei shopping jou ney (Dennis e al., 2014a).
he cogni i e consume expe ience encompasses he men al p ocesses and pe cep ions in ol ed in
he consume ’s in e ac ion wi h p omo ional con en . he posi i e in luence o iP on he cogni i e
4 s. Mish a e al.
consume expe ience (cce) can be a ibu ed o i s ole in enhancing consume awa eness and unde -
s anding ac oss a ious channels. gao e al. (2021), Oh and eo (2010) and a ch o d e al. (2022) sugges
ha ad e isemen s se e as e ec i e ools o educa ing buye s abou he di e se channels a ailable o
hem. By p o iding comp ehensi e in o ma ion h ough in eg a ed p omo ional e o s, consume s a e
likely o expe ience a mo e en iched and cogni i ely engaging in e ac ion wi h he ma ke ing con en .
he a ec i e consume expe ience (ace) ep esen s he emo ional and a i udinal esponses e oked
in consume s as a esul o hei in e ac ions wi h p omo ional ma e ials. Building on he indings o Oh
and eo (2010), he impac o iP on he ace is pa icula ly p onounced o consume s wi h a high desi e
o knowledge. his can be explained by he comp ehensi e na u e o iP, which no only ca e s o in o -
ma ional needs bu also c ea es a mo e engaging and emo ionally esonan expe ience (lim e al., 2022).
By le e aging in eg a ed p omo ion, ma ke e s ha e he po en ial o e oke posi i e emo ional esponses
in consume s, leading o a mo e a ou able a ec i e consume expe ience.
h1a: he cogni i e consume expe ience is posi i ely in luenced by iP.
h1b: he ace is posi i ely in luenced by iP.
3.2. In eg a ed p ice & p oduc (IPP)
in eg a ed P ice & P oduc (iPP) eme ges as a s a egic impe a i e wi h he o e a ching goal o imbuing
all o a company’s sales channels wi h accu a e and dependable in o ma ion conce ning i s me chandise
and p icing s uc u e (Zhang e al., 2018; gao e al., 2021). his ope a ional philosophy s ems om he
ecogni ion ha he dispe sion o inconsis en o un eliable da a ac oss channels can unde mine cus-
ome us and sa is ac ion. no ably, cogni i e cus ome s, cha ac e ized by a penchan o de ailed in o -
ma ion p ocessing, s and o bene i signi ican ly om a uni ied p icing and p oduc in o ma ion s a egy
(Zhang e al., 2018).
cogni i e cus ome s, who exhibi a p ocli i y o in o ma ion p ocessing, de i e enhanced alue om
consis en and accu a e da a ac oss a ious sales channels (Zhang e al., 2018; Yin e al., 2022; cocco &
Demoulin, 2022). in essence, he assu ance o co ec and eliable in o ma ion os e s a mo e posi i e
cogni i e engagemen . When consume s encoun e uni o m and dependable p icing and p oduc de ails,
i cul i a es a sense o us and eliabili y, en iching hei unde s anding o he company’s o e ings. he
hypo hesis e lec s he an icipa ion ha a cohesi e and accu a e p esen a ion o p icing and p oduc
in o ma ion ac oss channels con ibu es o a mo e sa is ying and comp ehensible cogni i e expe ience
o consume s.
as emo ional and a i udinal esponses a e in ica ely linked o he pe cei ed eliabili y and consis-
ency o p icing and p oduc in o ma ion (Zhang e al., 2018; gao e al., 2021; abbasi e al., 2022). By
ensu ing ha consume s a e p esen ed wi h accu a e and us wo hy de ails ac oss a ious channels, iPP
seeks o ins ill a sense o con idence and con enience. his consis ency no only builds us bu also
simpli ies he consume ’s decision-making p ocess, con ibu ing o posi i e emo ional esponses. he
hypo hesis e lec s he expec a ion ha he con enience and eliabili y associa ed wi h iPP os e a a o -
able a ec i e esponse among consume s, enhancing hei o e all emo ional engagemen wi h he b and.
h2a: he cce is posi i ely in luenced by iPP.
h2b: he a ec i e consume expe ience is posi i ely in luenced by iPP.
3.3. In eg a ed ansac ion in o ma ion (ITI)
in eg a ed ansac ion in o ma ion (i i) ep esen s a s a egic app oach ha amalgama es da a de i ed
om bo h online and o line ansac ions, empowe ing s o es o u nish cus ome s wi h mo e pe sonal-
ized in o ma ion and se ices (Oh & eo, 2010; ose e al., 2011). his sophis ica ed in eg a ion o ans-
ac ional da a is an icipa ed o enhance cus ome expe iences by p o iding hem access o hei pu chase
his o y, enabling con enien eo de ing o commonly pu chased i ems, and o e ing pe sonalized ecom-
menda ions o u u e pu chases.
cOgen BUsiness & ManageMen 5
he access o comp ehensi e ansac ion da a con ibu es o a mo e in o med and engaging cogni i e
in e ac ion. as highligh ed by Oh and eo (2010) and ose e al. (2011), he in eg a ion o online and
o line ansac ion in o ma ion allows s o es o o e cus ome s pe sonalized insigh s in o hei pu chas-
ing pa e ns and his o y. his pe sonalized app oach is expec ed o enhance he cogni i e expe ience by
p o iding cus ome s wi h a mo e accu a e unde s anding o hei p e e ences, acili a ing e icien eo -
de ing o commonly pu chased i ems, and empowe ing hem o make well-in o med decisions (alyahya
e al., 2023). he hypo hesis e lec s he an icipa ion ha i i con ibu es o a mo e en iched and cogni-
i ely engaging expe ience o cus ome s.
Fu he mo e, pe sonalized ansac ional da a can e oke posi i e emo ional esponses om cus ome s.
By le e aging i i, s o es can ailo hei in e ac ions wi h cus ome s, o e ing pe sonalized ecommenda-
ions based on hei pu chase his o y (Oh & eo, 2010; ose e al., 2011). his pe sonalized app oach is
expec ed o enhance he o e all emo ional engagemen o cus ome s, making hei in e ac ions wi h he
b and mo e meaning ul and sa is ying. he hypo hesis e lec s he expec a ion ha i i con ibu es o a
mo e a ou able a ec i e esponse by p o iding cus ome s wi h pe sonalized and ele an in o ma ion,
os e ing a deepe emo ional connec ion.
h3a: he cce is posi i ely in luenced by i i.
h3b: he ace is posi i ely in luenced by i i.
3.4. In eg a ed in o ma ion access (IIA)
in eg a ed in o ma ion access (iia) encapsula es cus ome s’ capabili y o access in o ma ion h ough a -
ious channels, allowing o seamless ansi ions be ween di e en sou ces (gao e al., 2021; Oh & eo,
2010). his s a egy is oo ed in he unde s anding ha p o iding in eg a ed access o in o ma ion
enhances consume s’ abili y o ind ele an da a ac oss mul iple channels, con ibu ing o a mo e com-
p ehensi e and con enien in o ma ion-seeking p ocess.
he hypo hesis p oposing a posi i e in luence o in eg a ed in o ma ion access (iia) on he cogni i e
consume expe ience (cce) is g ounded in he ecogni ion ha he abili y o access in o ma ion seam-
lessly h ough mul iple channels enhances consume s’ cogni i e engagemen . as emphasized by gao
e al. (2021) and Oh and eo (2010), iia enables cus ome s o ind in o ma ion e icien ly and ansi ion
e o lessly be ween a ious channels. his luidi y in in o ma ion access is an icipa ed o con ibu e o a
mo e en iched cogni i e expe ience by acili a ing a smoo he and mo e comp ehensi e acquisi ion o
in o ma ion (cocco & Demoulin, 2022; Wang e al., 2023). he hypo hesis e lec s he expec a ion ha iia
posi i ely in luences he cogni i e dimension o consume expe iences by os e ing a mo e e icien and
seamless in o ma ion-seeking p ocess.
he hypo hesis sugges ing a posi i e in luence o in eg a ed in o ma ion access (iia) on he a ec i e
consume expe ience (ace) is based on he unde s anding ha a seamless and in eg a ed access o
in o ma ion con ibu es o posi i e emo ional esponses om consume s. By allowing cus ome s o
access in o ma ion e o lessly ac oss a ious channels, iia aims o enhance he o e all con enience and
sa is ac ion associa ed wi h he in o ma ion-seeking p ocess (Zhang e al., 2018). his enhanced con e-
nience and accessibili y a e expec ed o posi i ely impac he emo ional engagemen o consume s,
making hei in e ac ions wi h he b and mo e pleasan and sa is ying. he hypo hesis e lec s he an ic-
ipa ion ha iia posi i ely in luences he a ec i e dimension o consume expe iences by c ea ing a mo e
use - iendly and emo ionally sa is ying in o ma ion access p ocess.
h4a: he cogni i e consume expe ience is posi i ely in luenced by iia
h4b: he ace is posi i ely in luenced by iia
3.5. In eg a ed o de ul illmen (IOF)
in eg a ed O de Ful illmen (iOF) encapsula es he capabili y o cus ome s o seamlessly execu e hei
en i e ansac ion, encompassing pu chase, paymen , e u n, and deli e y, ac oss one o mo e di e se
6 s. Mish a e al.
channels simul aneously (gao e al., 2021; ose e al., 2011; Zhang e al., 2018). he impac o iOF on
consume expe iences is mul i ace ed, wi h an emphasis on enhancing he a ec i e consume expe ience
(ace) while po en ially a ec ing he cogni i e consume expe ience (cce) (Oh & eo, 2010).
he hypo hesis sugges ing a posi i e in luence o in eg a ed O de Ful illmen (iOF) on he cogni i e
consume expe ience (cce) e lec s he unde s anding ha seamless o de ul illmen p ocesses con ib-
u e o a mo e posi i e cogni i e engagemen (cocco & Demoulin, 2022). iOF, by allowing cus ome s o
comple e ansac ions ac oss di e en channels e icien ly, is an icipa ed o enhance he o e all cogni i e
expe ience by s eamlining he pu chasing p ocess. he con enience and e iciency associa ed wi h iOF
a e expec ed o posi i ely impac he cce by educing ic ion and complexi y in he ansac ional jou -
ney. While he e may be challenges associa ed wi h in eg a ion, he hypo hesis con ends ha he o e all
cogni i e expe ience is posi i ely in luenced by he in eg a ed o de ul illmen p ocess.
he hypo hesis posi ing a posi i e in luence o in eg a ed O de Ful illmen (iOF) on he a ec i e
consume expe ience (ace) aligns wi h he idea ha s eamlined o de ul illmen p ocesses con ibu e
o enhanced emo ional esponses om consume s. iOF is expec ed o posi i ely impac he ace by p o-
iding a seamless and in eg a ed ansac ional expe ience, educing po en ial s ess o us a ion asso-
cia ed wi h agmen ed p ocesses (Oh & eo, 2010). he hypo hesis e lec s he expec a ion ha he
con enience and e iciency associa ed wi h iOF posi i ely in luence he emo ional dimension o con-
sume expe iences, os e ing a mo e posi i e and sa is ying o e all in e ac ion.
h5a: he cce is posi i ely in luenced by iOF.
h5b: he ace is posi i ely in luenced by iOF.
3.6. In eg a ed cus ome se ice (ICS)
in eg a ed cus ome se ice (ics) is cen e ed a ound p o iding uni o m and consis en se ice ac oss all
channels, encompassing a e -sales suppo as a c ucial componen (Oh & eo, 2010; Zhang e al., 2018).
he ocus o ics is no solely on he ansac ional aspec s bu ex ends o c ea ing an enjoyable and
pleasu able shopping expe ience o cus ome s (Ba a i e al., 2020).
he consis en and uni o m se ice con ibu es o a mo e posi i e cogni i e engagemen . ics, by p o-
iding eliable and seamless se ice ac oss channels, is expec ed o enhance he cce by educing unce -
ain ies and challenges associa ed wi h cus ome se ice in e ac ions (gaspa in e al., 2022). he hypo hesis
acknowledges ha a posi i e and uni o m cus ome se ice expe ience con ibu es o a mo e enjoyable
and comp ehensible cogni i e expe ience o cus ome s.
also, c ea ing eelings o pleasu e and enjoymen du ing he shopping expe ience (Ba a i e al., 2020).
ics is expec ed o posi i ely impac he ace by ensu ing ha cus ome s no only ecei e e ec i e
a e -sales suppo bu also expe ience a seamless and enjoyable se ice h oughou hei in e ac ion
wi h he b and. he hypo hesis e lec s he expec a ion ha he uni o m and consis en cus ome se ice
p o ided by ics con ibu es o posi i e emo ional esponses om cus ome s, making hei o e all shop-
ping expe ience mo e pleasu able and sa is ying.
h6a: he cce is posi i ely in luenced by ics.
h6b: he ace is posi i ely in luenced by ics.
3.7. Cus ome expe ience (CE)
P o iding an excep ional cus ome expe ience has become a pa amoun objec i e o con empo a y
businesses, and i is an icipa ed o be a key ba leg ound in u u e business compe i ion (ha is e al.,
2003). he culmina ion o a cus ome ’s pe cep ions and sen imen s abou an o ganiza ion a e u ilizing
i s se ices is concep ualized as omnichannel cus ome alue. he likelihood ha cus ome s will con inue
o engage wi h a company’s omnichannel se ices in he u u e is con ingen upon mee ing hei expec-
a ions o bo h cogni i e and a ec i e expe iences du ing he pu chasing p ocess. a posi i e omnichan-
nel expe ience is posi ed o os e cus ome loyal y and inc eased u iliza ion o omnichannel se ices.
cOgen BUsiness & ManageMen 7
a posi i e omnichannel expe ience con ibu es o a mo e en iched cogni i e engagemen (laza is
e al., 2022; an Xuan e al., 2023). When cus ome s pe cei e alue in he omnichannel se ices
p o ided by a company, including mee ing hei cogni i e expec a ions du ing he pu chasing p o-
cess, i is expec ed o posi i ely in luence hei o e all cogni i e expe ience. he posi i e omnichan-
nel cus ome alue con ibu es o a mo e sa is ying and comp ehensible cogni i e expe ience o
cus ome s.
a posi i e o e all pe cep ion o he o ganiza ion, as shaped by he omnichannel expe ience, con ib-
u es o posi i e emo ional esponses om cus ome s (Mish a e al., 2023; Xuan e al., 2023). i cus ome s
pe cei e alue in he a ec i e aspec s o he omnichannel se ices, i is expec ed o posi i ely in luence
hei emo ional engagemen . he posi i e omnichannel cus ome alue con ibu es o a mo e pleasu -
able and emo ionally sa is ying expe ience o cus ome s, os e ing inc eased loyal y and likelihood o
u u e engagemen .
h7a: he cce is posi i ely in luenced by omnichannel cogni i e alue.
h7b: he ace is posi i ely in luenced by omnichannel cus ome alue.
Based on all he abo e-men ioned hypo heses, ollowing model is p oposed which is s udied in his
pape (Figu e 1).
4. Resea ch me hodology
4.1. Design and collec ion o da a
his s udy acqui ed da a om india, p ima ily ocusing on he Delhi-nc egion, o e alua e ou
hypo heses. a ques ionnai e su ey was employed as he da a collec ion me hod. Mos indian e aile s
a e ac i ely s i ing o p o ide a hassle- ee shopping expe ience ac oss a ious channels. he da a
collec ion p ocess spanned app oxima ely 6 mon hs, commencing on Feb ua y 22. he su ey was dis-
semina ed h ough a ious channels, including Wha sapp g oups, email, and dis ibu ion o ele an
socie y g oups.
a he ini ia ion o he s udy, esponden s we e p o ided wi h a de ini ion and illus a ion o omni-
channel e ailing. o ensu e da a quali y, 409 esponses we e ecei ed, bu due o esponden s no mee -
ing he minimal comple ion c i e ia, including esponding o all essen ial ques ions, ailing o answe
Figu e 1. Concep ual model.
14 s. Mish a e al.
pe cep ion o cus ome alue, highligh ing ha i goes beyond me e ansac ions and becomes a ans-
o ma i e jou ney.
Fu he mo e, he in oduc ion o media ion e ec s adds an in iguing laye o his na a i e. he indi-
ec in luence o iP on Omnichannel cus ome Value, media ed h ough cce, sugges s ha p omo ional
e o s lay he ounda ion o a posi i e cogni i e jou ney, ul ima ely con ibu ing o a holis ic alue
pe cep ion. simul aneously, he sub le media ion e ec h ough ace implies ha emo ional esonance
os e ed by p omo ion also plays a ole in shaping he o e all pe cei ed alue. in essence, iP ac s as a
s a egic le e ha no only di ec ly shapes expe iences bu also in ica ely wea es h ough he ab ic o
cus ome alue pe cep ion.
6.2. In eg a ed p ice & p oduc (IPP)
he impac o in eg a ed P ice & P oduc (iPP) is e ealed as a symphony o synch onized p icing and
p oduc in o ma ion. his di ec ly a ec s bo h cce and ace, making iPP he embodimen o a seamless
and cohesi e omnichannel jou ney. he esea ch indings align wi h exis ing li e a u e ha highligh s he
impo ance o consis en p icing and p oduc de ails ac oss di e en channels. cus ome s, e o lessly
na iga ing be ween online and o line ealms, enjoy a ha monious blend ha p omo es posi i e cogni-
i e and emo ional esponses.
examining he media ion e ec s o e s an enligh ening pe spec i e. he indi ec in luence o iPP on
Omnichannel cus ome Value h ough cce indica es ha he synch onized p icing and p oduc in o ma-
ion es ablish a ounda ion o a posi i e cogni i e jou ney, con ibu ing o he o e all pe cei ed alue.
a he same ime, he media ion e ec h ough ace emphasizes ha he emo ional esonance os e ed
by cohe en p icing and p oduc expe iences also shapes he holis ic alue pe cep ion. iPP, he e o e,
eme ges no only as a acili a o o ansac ions bu also as a compose o ches a ing a melodious omni-
channel expe ience.
6.3. In eg a ed T ansac ion in o ma ion (ITI)
he discussion su ounding in eg a ed ansac ion in o ma ion (i i) is complex, as i unco e s a mo e
sub le ye signi ican ole in shaping omnichannel expe iences. al hough he di ec e ec s on cce and
ace a e no p ominen , he media ion e ec s p esen a mo e in ica e po ayal. i i, which cap u es he
in icacies o ansac ions, indi ec ly in luences Omnichannel cus ome Value h ough bo h cogni i e and
emo ional channels.
he indi ec impac o i i on cV h ough cce implies ha when ansac ional in o ma ion is seam-
lessly in eg a ed, i es ablishes a ounda ion o a posi i e cogni i e jou ney. his sugges s ha a ans-
pa en and easily accessible ansac ional landscape con ibu es o he o e all alue pe cei ed by
cus ome s. he media ion e ec h ough ace adds an emo ional dimension, indica ing ha ansac ional
anspa ency indi ec ly shapes emo ional esponses and, consequen ly, he pe cep ion o alue in he
omnichannel con ex .
6.4. In eg a ed in o ma ion access (IIA)
in eg a ed in o ma ion access (iia) plays a c ucial ole in in luencing bo h cogni i e and a ec i e aspec s.
i di ec ly a ec s cus ome cogni i e expe ience (cce) and a ec i e cus ome expe ience (ace), embody-
ing he co e o in o ma ion a ailabili y and accessibili y, which a e i al componen s in he omnichannel
na a i e. he esea ch indings suppo he idea ha a seamless omnichannel jou ney, en iched wi h
easy access o in o ma ion, leads o posi i e expe iences ac oss all channels.
he media ion e ec s shed ligh on his phenomenon. he indi ec impac o iia on Omnichannel
cus ome Value h ough cce highligh s he ac ha in o ma ion accessibili y ac s as a ca alys o
posi i e cogni i e jou neys, ul ima ely shaping he o e all pe cei ed alue. a he same ime, he
media ion e ec h ough ace emphasizes ha in eg a ed in o ma ion access os e s emo ional eso-
nance, leading o a ec i e esponses and, consequen ly, a holis ic pe cep ion o alue. he e o e, iia
cOgen BUsiness & ManageMen 15
no only acili a es he low o in o ma ion bu also o ches a es he ha monious symphony o omni-
channel expe iences.
6.5. In eg a ed O de Ful illmen (IOF)
iOF plays a c ucial ole in shaping he cogni i e consume expe ience (cce), bu i akes a mo e sub le
app oach when i comes o he a ec i e dimension. he di ec impac o iOF highligh s he impo ance
o e icien o de ul illmen in in luencing he cogni i e aspec o cus ome in e ac ion. hese indings
suppo he no ion ha a seamless o de ul illmen p ocess enhances he cogni i e jou ney and os e s
posi i e pe cep ions.
howe e , he e is an addi ional laye o complexi y in oduced by he media ion e ec s. he indi ec
in luence o iOF on Omnichannel cus ome Value, h ough cce, sugges s ha e icien o de ul illmen ac s
as a ca alys o a posi i e cogni i e jou ney, ul ima ely con ibu ing o he o e all pe cei ed alue. On he
o he hand, he lack o disce nible media ion e ec h ough ace indica es ha while iOF di ec ly a ec s
he cogni i e dimension, i s in luence on a ec i e esponses is limi ed. as a esul , iOF eme ges as a pi o al
d i e o cogni i e expe iences, laying he ounda ion o an imp o ed pe cep ion o omnichannel alue.
6.6. In eg a ed cus ome se ice (ICS)
in eg a ed cus ome se ice (ics) p esen s i sel as a cohesi e and eliable o ce, exe ing i s in luence on
Omnichannel cus ome Value h ough a mul i- ace ed app oach. While he di ec impac on cce and ace
may no be as p onounced, i se s he ounda ion o an examina ion o media ion e ec s. ics, wi h i s
emphasis on consis en se ice ac oss all channels, plays a s a egic ole in shaping he o e all omnichannel
na a i e.
he media ion e ec s e eal compelling insigh s. he indi ec in luence o ics on Omnichannel
cus ome Value h ough cce highligh s he signi icance o consis en cus ome se ice as a ca alys o
posi i e cogni i e jou neys, ul ima ely con ibu ing o he o e all pe cei ed alue. simul aneously, he
media ion e ec h ough ace in oduces a nuanced laye , sugges ing ha uni o m se ice os e s a ec-
i e esponses and, consequen ly, in luences he holis ic pe cep ion o alue. he e o e, ics eme ges as
a c ucial elemen ha no only ensu es consis en se ice bu also in ica ely con ibu es o shaping he
ha monious symphony o omnichannel expe iences.
6.7. Omnichannel cus ome alue (CV)
he Omnichannel cus ome Value (cV) ep esen s he ul ima e achie emen in he omnichannel jou ney,
as i combines bo h cogni i e and a ec i e aspec s. he signi ican and posi i e e ec s o bo h cce and
ace on cV con i m he in e dependen ela ionship be ween hese expe iences in shaping cus ome s’
o e all pe cep ion o alue. hese indings emphasize he impo ance o a ha monious in e ac ion
be ween cogni i e and a ec i e dimensions in shaping he comp ehensi e alue ha cus ome s pe cei e
ac oss a ious channels.
6.8. Demog aphic conside a ions and in e ences
he discussion gains u he dep h om he demog aphic nuances in e wined wi h he esea ch ind-
ings. he p edominance o he 31-40 age b acke highligh s he need o businesses ocusing on his
speci ic demog aphic o p io i ize he implemen a ion o comp ehensi e in eg a ed s a egies. addi ionally,
he signi ican p esence o esponden s wi h doc o al-le el educa ional backg ounds indica es ha hese
indings hold signi icance ac oss a wide ange o educa ional expe iences.
he concen a ion o esponden s p ima ily om he Delhi-nc egion sugges s ha he insigh s
de i ed om his s udy a e pa icula ly pe inen o businesses ope a ing in o a ge ing his speci ic
a ea. howe e , he o e all pa e ns obse ed in demog aphic a iables, including age, gende , and shop-
ping p e e ences, imply ha he implica ions o his s udy can be ex apola ed o o he u ban cen e s
sha ing simila cha ac e is ics.
16 s. Mish a e al.
7. Implica ions o he S udy
7.1. Theo e ical implica ions
his s udy’s heo e ical implica ions esona e ac oss a ious dimensions, en iching exis ing amewo ks
and p o iding a enues o u he explo a ion in he ealm o omnichannel e ailing.
7.1.1. In eg a ed s a egies amewo k
he s udy con ibu es o he in eg a ed s a egies amewo k by disen angling he speci ic impac s o
a ious in eg a ed s a egies on bo h cogni i e and a ec i e consume expe iences. he de ailed exam-
ina ion o in eg a ed P omo ion (iP), in eg a ed P ice & P oduc (iPP), in eg a ed ansac ion in o ma ion
(i i), in eg a ed in o ma ion access (iia), in eg a ed O de Ful illmen (iOF), and in eg a ed cus ome
se ice (ics) es ablishes a nuanced unde s anding o hei indi idual and collec i e oles in shaping
omnichannel expe iences.
Fu u e esea ch could del e deepe in o he syne gies among di e en in eg a ed s a egies, in es i-
ga ing po en ial in e ac i e e ec s o iden i ying op imal combina ions ha yield maximal posi i e expe-
iences such as pleasu e, imp essions, pu chasing habi s, and b and loyal y (Bendoly e al., 2005; Jiang &
osenbloom, 2005; Oh & eo, 2010; Zhang e al., 2018). Mo eo e , expanding he in eg a ed s a egies
amewo k o inco po a e eme ging echnologies and channels could p o ide a mo e comp ehensi e
guide o businesses na iga ing he e e -e ol ing omnichannel landscape.
7.1.2. Media ion mechanisms
he s udy in oduces media ion mechanisms, un a eling he in ica e pa hways h ough which in eg a ed
s a egies indi ec ly in luence Omnichannel cus ome Value (cV) ia cogni i e and a ec i e dimensions
(Oh & eo, 2010). his nuanced explo a ion no only enhances he unde s anding o he sequen ial
impac s bu also sheds ligh on he in e play be ween cogni i e and a ec i e expe iences.
Fu he heo e ical de elopmen could ocus on iden i ying addi ional media ing a iables ha migh
ampli y o a enua e he e ec s o in eg a ed s a egies on consume expe iences. explo ing he empo-
al dynamics o media ion e ec s o e he cus ome jou ney could p o ide a deepe unde s anding o
how hese in luences e ol e o e ime.
7.1.3. Cus ome expe ience dynamics
he s udy con ibu es o he heo e ical unde s anding o cus ome expe iences in he omnichannel con-
ex by emphasizing he dual dimensions o cogni i e consume expe ience (cce) and a ec i e consume
expe ience (ace). his dual- ocus aligns wi h he g owing ecogni ion ha cus ome expe iences a e mul-
i ace ed and ex end beyond ansac ional aspec s (cao & Zhang, 2011; lee & lin, 2005; lee e al., 2011;
O e by & lee, 2006; Wong & Ye sheng, 2012).
Fu u e esea ch could explo e he dynamic na u e o cus ome expe iences in omnichannel e ailing,
conside ing ac o s such as cus ome jou ney s ages, channel swi ching beha io s, and he e ol ing ole
o eme ging echnologies like augmen ed eali y o i ual eali y in shaping expe iences. addi ionally,
in es iga ing c oss-cul u al a ia ions in cus ome expe ience dynamics could en ich he heo e ical oun-
da ions o omnichannel e ailing.
7.1.4. Demog aphic conside a ions
he s udy inco po a es demog aphic conside a ions, o e ing insigh s in o he a ia ions in omnichannel
expe iences based on ac o s such as age, educa ion, income, and geog aphic loca ion. his in eg a ion
o demog aphic nuances en iches he heo e ical unde s anding o how di e en consume segmen s
pe cei e and engage wi h omnichannel s a egies.
Fu u e heo e ical endea o s could del e deepe in o he in e sec ionali y o demog aphic a iables,
explo ing how combina ions o age, educa ion, and income le els migh shape omnichannel p e e ences
and beha io s. compa a i e s udies ac oss di e se cul u al con ex s could u he ex end he heo e ical
unde s anding o how demog aphic ac o s in e ac wi h cul u al in luences in omnichannel e ailing.
cOgen BUsiness & ManageMen 17
7.1.5. Omnichannel cus ome alue (CV)
he s udy enhances he heo e ical concep ualiza ion o Omnichannel cus ome Value by emphasizing
i s dual ounda ions in cogni i e and a ec i e expe iences. his nuanced unde s anding aligns wi h he
e ol ing pe spec i es on cus ome alue, acknowledging he emo ional and cogni i e dimensions as
in eg al componen s.
Fu u e esea ch a enues may explo e he empo al aspec s o Omnichannel cus ome Value, consid-
e ing how immedia e and long- e m pe cep ions e ol e. addi ionally, in es iga ing he an eceden s and
consequences o Omnichannel cus ome Value could p o ide a mo e holis ic heo e ical amewo k,
shedding ligh on he long- e m impac s o posi i e omnichannel expe iences on cus ome loyal y, ad o-
cacy, and li e ime alue.
7.2. Manage ial implica ions
his s udy’s indings o e aluable manage ial insigh s, p o iding guidance o businesses seeking o
op imize hei omnichannel s a egies. he implica ions span a ious ace s o ope a ions, om cus ome
engagemen o in eg a ed s a egies implemen a ion.
7.2.1. P io i izing cus ome expe iences
he pa amoun impo ance o cus ome expe iences in omnichannel e ailing unde sco es he need o
businesses o p io i ize e o s aimed a enhancing bo h cogni i e consume expe ience (cce) and
a ec i e consume expe ience (ace). Manage s should in es in s a egies ha no only s eamline ans-
ac ions bu also ocus on c ea ing emo ionally esonan and in o ma i e in e ac ions ac oss channels.
his in ol es aligning he o e all b and na a i e wi h he cus ome jou ney, ensu ing consis ency and
cohe ence in messaging and se ice deli e y (Bendoly e al., 2005; Jiang & osenbloom, 2005; Oh & eo,
2010; Zhang e al., 2018).
7.2.2. Tailo ing In eg a ed s a egies
he s udy delinea es he speci ic impac s o a ious in eg a ed s a egies, emphasizing he need o
ailo ed app oaches. in eg a ed P omo ion (iP), in eg a ed P ice & P oduc (iPP), in eg a ed ansac ion
in o ma ion (i i), in eg a ed in o ma ion access (iia), in eg a ed O de Ful illmen (iOF), and in eg a ed
cus ome se ice (ics) each play dis inc oles in shaping cus ome expe iences. Manage s should
assess hei business con ex and cus ome p o iles o s a egically implemen in eg a ed s a egies ha
align wi h cus ome p e e ences and ma ke demands (Zhang e al., 2018; gao e al., 2021; ose
e al., 2011).
7.2.3. Le e aging media ion mechanisms
Unde s anding he media ion mechanisms unco e ed in his s udy enables manage s o deploy a ge ed
in e en ions. Fo ins ance, ecognizing he media ing ole o cce and ace in he ela ionship be ween
in eg a ed s a egies and Omnichannel cus ome Value (cV) sugges s ha op imizing cus ome expe i-
ences can ampli y he o e all alue pe cep ion. he e o e, businesses should ocus on ini ia i es ha
di ec ly enhance cus ome expe iences, an icipa ing posi i e ipple e ec s on pe cei ed alue and, con-
sequen ly, cus ome loyal y and ad ocacy (ak e e al., 2011).
7.2.4. Conside ing demog aphic nuances
he demog aphic conside a ions highligh ed in he s udy p o ide ac ionable insigh s o segmen -speci ic
s a egies. Manage s should ailo hei omnichannel app oaches based on ac o s such as age, educa-
ion, income, and geog aphic loca ion. Fo ins ance, younge demog aphics migh espond well o in e -
ac i e and ech-sa y in e aces, while olde demog aphics may p io i ize eliabili y and ease o use.
conside ing hese nuances ensu es ha omnichannel s a egies esona e wi h he di e se p e e ences o
he a ge audience (Jiang & osenbloom, 2005; Wong & Ye sheng, 2012).
18 s. Mish a e al.
7.2.5. Emb acing compe i i e dynamics
he s udy accen ua es he in luence o i al o e ings on cus ome s’ willingness o pay o c oss-channel
in eg a ion ini ia i es. Manage s should con inuously moni o and analyze compe i o s’ s a egies, ensu -
ing ha hei own o e ings emain compe i i e and a ac i e. his in ol es s aying a uned o ma ke
ends, benchma king agains indus y leade s, and p oac i ely inno a ing o main ain a dis inc i e posi-
ion in he ma ke (Fang e al., 2021; Oh & eo, 2010).
7.2.6. In es ing in echnological in eg a ion
as cus ome s inc easingly seek seamless ansi ions be ween online and o line channels, in es ing in
echnological in eg a ion becomes impe a i e. Manage s should explo e ad anced echnologies, such
as a i icial in elligence, augmen ed eali y, and da a analy ics, o c ea e a cohesi e omnichannel expe-
ience. his includes implemen ing pe sonalized ecommenda ions, p edic i e analy ics o in en o y
managemen , and le e aging da a insigh s o an icipa e cus ome needs (cao & Zhang, 2011; coelho
e al., 2017).
7.2.7. Con inuous moni o ing and adap a ion
Omnichannel dynamics a e dynamic and subjec o apid changes. he e o e, manage s should ins i u e
con inuous moni o ing mechanisms o ack cus ome eedback, eme ging echnologies, and ma ke
ends. egula ly eassessing he e ec i eness o in eg a ed s a egies ensu es ha businesses emain
agile and esponsi e in an e e -e ol ing omnichannel landscape (saa i e al., 2021).
7.3. Cons ain s and u u e esea ch
7.3.1. Cons ain s
his s udy con on s se e al cons ain s ha impac he gene alizabili y o i s indings. Fi s ly, he ocus
on da a om he Delhi-nc egion in india in oduces geog aphical limi a ions, po en ially limi ing he
b oade applicabili y o he esul s due o egional a ia ions in consume beha io . secondly, he sample
size, while adhe ing o he en- imes ule, in ol es he exclusion o 100 su eys, aising conside a ions
abou he ep esen a i eness o he sample and he po en ial in luence on he obus ness o s a is ical
ou comes. addi ionally, an o e emphasis on posi i e aspec s in he examina ion o omnichannel expe i-
ences may ha e o e looked challenges o nega i e ac o s ha could shape cus ome pe cep ions.
7.3.2. Fu u e esea ch di ec ions
Mo ing o wa d, u u e esea ch endea o s could add ess hese cons ain s and explo e new dimensions
in omnichannel e ailing. Fi s ly, in es iga ing he in luence o cul u al ac o s on omnichannel expe i-
ences emains a p omising a enue, o e ing insigh s in o how di e se cul u al nuances impac in eg a ed
s a egies and cus ome p e e ences. secondly, longi udinal s udies cap u ing he dynamic na u e o
omnichannel in e ac ions o e ime can p o ide a deepe unde s anding o e ol ing cus ome expe i-
ences in esponse o echnological ad ancemen s. hi dly, he in eg a ion o i ual and augmen ed eal-
i y echnologies in omnichannel expe iences ep esen s an exci ing on ie , wa an ing explo a ion in o
hei impac on bo h cogni i e and a ec i e dimensions.
Del ing in o nega i e expe iences and challenges wi hin omnichannel en i onmen s is c ucial o a
comp ehensi e unde s anding. Fu u e esea ch could unco e ac o s such as secu i y conce ns, in o ma-
ion o e load, o in e ace complexi ies ha may hinde op imal omnichannel expe iences. addi ionally,
explo ing omnichannel expe iences in eme ging ma ke s o e s unique insigh s in o how s a egies adap
o he challenges and oppo uni ies speci ic o hese economies. Quan i ying he inancial impac o
op imized omnichannel expe iences is ano he c ucial a enue, p o iding businesses wi h a clea e unde -
s anding o he di ec con ibu ions o hei bo om line.
Mo eo e , he ole o social media in eg a ion in omnichannel expe iences dese es dedica ed in es-
iga ion. examining how social media in luences cus ome pe cep ions, in e ac ions, and o e all sa is ac-
ion wi hin omnichannel con ex s can unco e new dynamics in cus ome engagemen . in conclusion,
cOgen BUsiness & ManageMen 19
by add essing hese cons ain s and en u ing in o hese unexplo ed e i o ies, u u e esea ch can
en ich he unde s anding o omnichannel e ailing and con ibu e aluable insigh s o businesses na i-
ga ing his complex landscape.
7.3.3. E hics app o al and consen o pa icipa e
all p ocedu es in ol ing human pa icipan s in his s udy adhe ed o he e hical s anda ds o lingaya’s
Vidyapee h, india, as ecommended by hei ins i u ional e hics commi ee. hese s anda ds align wi h
he p inciples ou lined in he 1964 helsinki Decla a ion and i s subsequen amendmen s. in o med con-
sen o pa icipa ion was ob ained e bally. Pa icipan s we e comp ehensi ely in o med abou he
s udy’s objec i es and exp essed hei unde s anding and willingness o pa icipa e eely. hey we e also
assu ed o he con iden iali y o hei da a.
7.3.4. In o med consen
in o med consen was ob ained om all pa icipan s p io o hei in ol emen in he s udy. Pa icipan s
we e p o ided wi h a w i en consen o m de ailing he pu pose o he esea ch, p ocedu es in ol ed,
po en ial isks and bene i s, con iden iali y measu es, and hei igh s as pa icipan s. his consen was
ob ained in w i en o m as he s udy employed ha d copy ques ionnai es dis ibu ed o pa icipan s o
ga he da a. Pa icipan s we e ensu ed ha hei pa icipa ion was olun a y, and hey we e ee o wi h-
d aw om he s udy a any ime wi hou consequence.
7.3.5. Consen o publica ion
all au ho s a e willing o publica ion o his manusc ip .
Au ho con ibu ion s a emen
1. Concep ion, Design, Analysis and In e p e a ion o he Da a - sadhana Mish a, Mayank Mish a
2. D a ing o he pape - P ashan kuma Pandey, P a een kuma Pandey
3. Re ising i c i ically o in ellec ual con en - P a een kuma Pandey, D . sam i i Mahajan, D . Mohd
asi shah
4. Final app o al o he e sion o be published- D . Mohd asi shah
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Abou he au ho s
D . Sadhana Mish a ea ned he Ph.D. in managemen in 2014 om FMs, Bana as hindu Uni e si y,
Va anasi, india. Following his accomplishmen , she emba ked on a p o essional jou ney ha led he
o he Uni e si y o hail, saudi a abia, whe e she p esen ly holds he posi ion o assis an P o esso
in he college o Business adminis a ion. D . Mish a’s p ima y esea ch ocus e ol es a ound he
domains o e ailing and ou ism. Wi h a weal h o expe ience, she has del ed ex ensi ely in o
esea ch a eas such as B and Managemen , cus ome expe ience, B and engagemen , shopping
beha io , ou ism and hospi ali y, Medical ou ism, Vi ual ou ism and g een Ma ke ing. Beyond
he academic endea o s, D . Mish a ac i ely con ibu es o he schola ly communi y as a e iewe o jou nals
indexed in scopus and Wiley.
Mayank Mish a achie ed his MBa, specializing in Ma ke ing and Finance, om U a P adesh
echnical Uni e si y, india, in he yea 2008. Wi h a ich backg ound encompassing a decade o
co po a e aining and sales expe ience, Mayank is cu en ly imme sed in he pu sui o a manage-
men ellowship p og am a he Fo une ins i u e o in e na ional Business (FiiB) in new Delhi, india.
Mayank’s academic jou ney and p o essional ajec o y e lec a dynamic blend o expe ise. his
esea ch pu sui s a e se he ealms o Omni Digi al, channel in eg a ion, cus ome expe ience,
cus ome loyal y, ou ism, imme si e echnologies, Me a e se and B and engagemen . his eclec ic
20 s. Mish a e al.
spec um o in e es s no only unde sco es his di e se skill se bu also mi o s his commi men o explo ing he
in e sec ions o con empo a y business dynamics.
P ashan Kuma Pandey is an FPM schola a he Fo une ins i u e o in e na ional Business, new
Delhi. his academic in e es s in ma ke ing and managemen s udies ha e d i en him o become a
passiona e and p oli ic esea che . he se ed as a esea ch O ice o he Minis y o elec onics
and i , collabo a ing wi h he p es igious indian ins i u e o Public adminis a ion (iiPa) in new
Delhi. he has an imp essi e ack eco d o publishing in well- espec ed na ional and in e na ional
jou nals, including he Jou nal o heal h Managemen (sage Publica ion), cOgen Business &
Managemen ( &F Publica ion), eM Jou nal, esea ch in Wo ld economy, among o he s. he has
ac i ely pa icipa ed in he pee e iew p ocess o p es igious jou nals like global Business e iew (sage Publica ion),
in e na ional Jou nal elec onic Finance (inde science Publica ion). his published wo ks showcase inno a i e esea ch
ideas and s ong analy ical skills, demons a ing his po en ial o make a signi ican con ibu ion o he ield o man-
agemen s udies and ma ke ing in he me a e se. he can be eached a p ashan . esea [email protected].
P a een Kuma Pandey is a assis an P o esso a he school o comme ce and Managemen ,
lingaya’s Vidyapee h Fa idabad. Wi h a ocus on Managemen s udies and se ice Ma ke ing, he has
de eloped a passion o esea ch and has consis en ly demons a ed his h ough his nume ous
published wo ks in p es igious na ional and in e na ional jou nals. his commi men o academic
excellence is e lec ed in his con ibu ions o he cOgen Business & Managemen ( &F Publica ion),
indian Jou nal o Ma ke ing, Jou nal o heal h Managemen (sage Publica ion), eM Jou nal,
esea ch in Wo ld economy, jus o name a ew. he has ac i ely pa icipa ed in he pee e iew
p ocess as a e iewe o p es igious jou nals like Jou nal o s a egy & Managemen (eme ald Publica ion),
in e na ional Jou nal o se ices, economics & Managemen (inde science Publica ion), in e na ional Jou nal elec onic
Finance (inde science Publica ion). hese publica ions showcase his inno a i e esea ch ideas and analy ical skills,
highligh ing his po en ial o make a signi ican con ibu ion o he ield o Managemen s udies and se ice Ma ke ing.
D . Sam i i Mahajan is an accomplished academician and indus y p o essional wi h o e 10 yea s
o expe ience in eaching, esea ch, and adminis a ion. she cu en ly se es as he associa e
P o esso and head o Depa men in he school o comme ce & Managemen a lingaya’s
Vidyapee h, Fa idabad. D . Mahajan holds a Ph.D. in g een Ma ke ing, an MBa in Bio echnology, and
a g adua ion deg ee in Bio echnology. he a eas o specializa ion include Digi al Ma ke ing, s a egy
Ma ke ing, consume Beha io , B and Managemen , in e na ional Business. she has au ho ed 2
books, mo e han 10 chap e s, case s udy, 4 - design pa en s and 18 u ili y pa en s - indian and
in e na ional pa en s. he esea ch con ibu ions include se e al in e na ional scien i ic pape s and
e iew pape s. D . Mahajan has been a speake o he Wo ld inno a ion Pa en concla e, gues o honou o iP
cell- Bi aipu , P ojec Judge- BiM Bangalo e, session chai o semina s and con e ences, and esou ce speake
o FDP & MDP. she is a membe o iaac - in e na ional associa ion o academics Plus co po a e.
e iewe o aBcD indexing & heliyon.
edi o - Wiley Publica ion
awa ds:-
● Young Women educa o and schola by - na ional Founda ion o en ep eneu ship De elopmen (nFeD) 2023
● indian esea che awa d by i a, london, U.k - 2021
D Mohd Asi Shah is cu en ly wo king as an associa e P o esso a kab idaha Uni e si y, e hiopia.
he has mo e han hund ed publica ions which a e indexed in scopus, and Web o science indexed
Jou nals. ha ing mo e han en yea s o eaching expe ience, he has been a popula ins uc o . his
cou ses always ill up quickly as s uden s enjoy his eaching s yle. he ies o deli e he in o ma-
ion in a un and in e es ing manne o aid s uden s’ g asp o he ma e ial and hold hei in e es .
ORCID
P a een kuma Pandey h p://o cid.o g/0000-0002-9256-0093
Mohd asi shah h p://o cid.o g/0000-0002-0351-9559
Da a a ailabili y s a emen
he da a ha suppo he indings o his s udy a e a ailable om he au ho M . Mayank Mish a upon easonable
eques .
cOgen BUsiness & ManageMen 21
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