Investigating omni-channel satisfaction through the lens of channel integration: A serial mediation model

The objective of this study is to examine the relationship between channel integration, customer empowerment, customer experience and satisfaction in an omni-channel retail setting. This research utilizes a survey-based questionnaire methodology to carry out the investigation. The data for this study was collected from 230 individuals who possess experience in omni-channel retailing within Northern India. For data analysis part, SmartPLS 4 was used. The findings indicate that channel integration positively influences customer empowerment and satisfaction. Moreover, customer empowerment positively influences customer experience, which subsequently leads to increased satisfaction. The study also emphasizes how customer empowerment and customer experience operate as mediators in the relationship between satisfaction and channel integration. This research stands out for its innovative investigation of the serial mediation effect of customer empowerment and customer experience within a customer empowerment framework—applied for the first time in the context of omni-channel retailing. This research highlights the importance for retailers to enhance customer satisfaction by prioritizing seamless integration of channels in an omni-channel retail setting.