How to Create a Fluent Customer Experience in Omnichannel?

What is it about?

Moving away from traditional channels, omnichannel provides seamless customer experience across different channels, and is regarded as one of the most important retailing revolutions of recent years. In our recently published paper titled "Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience" (Decision Support Systems, Vol. 109, 2018, pp. 61-73), five dimensions of customer perceived fluency in omnichannel have been identified, and its antecedents and consequences have been empirically investigated. Free online access to the publication can be found under the following link: https://authors.elsevier.com/c/1WvE7cBd3da42

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