Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact

• OCX involves customer evaluations of their experiences across the retailer's omnichannel. captures omnichannel experience on nine relevant dimensions. 36-items scale is developed to measure construct. provides superior predictability managerially important outcomes. Efforts (CX) in multifaceted, omnichannel, retail contexts are crucial but lacking research guidance. Prior service quality literature has established methods for measuring CX traditional, single-channel not adapted such measures contexts. With a mixed method design and studies eight phases, authors propose comprehensive measurement instrument that incorporates schema- categorization-based theoretical conceptualization how customers assess experiences; they also integrate means–end chain theory explain perceived (OCX) as This construct multiple evaluation dimensions: social communications, value, personalization, service, consistency both product availability prices channels, information safety, delivery, returns, loyalty programs. Multiple applications model empirically confirm suitability this consumer goods settings. Its 36 items reflect first-order dimensions combine form overall, second-order The offers sound psychometric properties, confirmed by several reliability validity tests, predicts behavior reliably studies. Thus, utility theory, management practice, further research.