The importance of service convenience and temporal personality for omnichannel customer equity and shopping behaviour

Abstract

Successful implementation of the omnichannel (OC) in the retail sector essentially depends on consumers’ perception of the value of the OC. The purpose of this study is to assess how OC’s perceived service convenience can impact customer equity from a customer perspective. Analysing the significance of OC service convenience in the minds of customers can help companies decide how to stay current and attract potential new customers. SERVCON framework was applied to analyse the relationship between service convenience and customer equity and usage intention of OC. The study also assesses the effect of temporal personality on their perceived value of OC service, which may help the development of effective OC strategy, projecting consumer behaviour more precisely. Findings present the importance of selected OC constructs such as post-benefit convenience and differential effect of temporal personality on consumers’ preference for the OC service convenience.