Omnichannel Strategy: The Impact of Integrated Interaction Quality and Perceived Fluency on Customer Attitudinal Loyalty Through Positive Experience

Increasing the different forms of channels for providing products and services to customers and its development process from one channel to several channels (multi-channel marketing) and then to versatile channel marketing has made it easier for customers to buy and use products and services. The purpose of this study was to investigate the effect of integrated interaction quality variables and perceived psychological relaxation on customer attitude loyalty by influencing positive experience.

To test the research hypotheses, a sample of 384 bank customers in Tehran who were selected by random sampling method was used and by structural equation method with partial least squares approach using SMART-PLS software Was tested.

The quality of integrated interactions and perceived fluency affect the positive customer experience and banks can achieve a positive experience in their customers. Because positive experience plays an important role in shaping customer loyalty. Another finding is that a positive customer experience affects his attitude loyalty. Because a positive shopping experience forms a good attitude and feeling of shopping and of the brand in the customer and leads to his loyalty.

Inclusive channel strategy can have good and long-term effects on the bank's customer experience. Therefore, banks can identify and continuously monitor various aspects of their service channels, so that they can achieve positive customer experiences and loyalty through a versatile channel strategy.