Influence of Select Antecedents on Customers’ Experience in Omni-Channel Retail: A Meta-Analysis

Abstract

Omni-channel is the urgent need of the time in order to provide seamless customer experience and satisfaction to customers from every channel of the service industry. Accordingly, this paper aims to conduct a meta-analysis and calculate the effective size of the most influential antecedents that consist of: (i) personalization, (ii) channel service configuration, and (iii) integrated interactions in omni-channel customer experience. Data have been collected from 16 studies (N= 10,518) which have been processed through meta-essential software to conduct a meta-analysis. The results summarized the combined effect size and indicated that all the selected antecedents have a moderate positive effect on customer experience in relatively less explored omni-channel retail. Meta regression is also used to analyze the influence of these antecedents in the presence of a moderator, i.e. the country classification.