https://www.rajpub.com/index.php/ijmit/issue/feed 2023-02-28T07:37:16+00:00 Editorial Office editor@rajpub.com Open Journal Systems https://www.rajpub.com/index.php/ijmit/article/view/9373 2023-02-02T12:23:49+00:00 Khaloud Nasser Alsaid kalsaid@ksu.edu.sa Soad Abdullah Almesha salmeshal@ksu.edu.sa

<p><span style="font-weight: 400;">The retail industry has been affected by advanced technology: Different channels have been connected to offer a seamless customer experience, leading to a shift from a multichannel to an omnichannel strategy. Both academia and industry have focused on this phenomenon in order to serve customers effectively. This study aims to explore the impact of omnichannel capability, customer service, and value on customer experience. In order to collect data, an online survey was administered to consumers who have experience buying from retailers via online and physical stores. To test the research hypotheses, structural equation modeling (SEM) was employed. Our findings indicate that customer service and value have a direct and significant impact on customer experience. Furthermore, it is found that omnichannel capability plays no significant role in customer experience. </span></p>

2023-02-28T00:00:00+00:00 Copyright (c) 2023 Khaloud Nasser Alsaid, Soad Abdullah Almesha