Omni-Channel Customer Experience and Advancing Customer Loyalty

Main Article Content

Md. Abdul Alim
Md. Shafiullah
Yheetishamul Khan Sazid
Kanon Datta
Md. Fida – Ul Huq
Asif Al Akib
Md. Julhaz Hossain

Abstract

Grounded on the customer experience theory and perceived value theory, the current study examines how omni-channel customer experience (OCCE) in fashion brands promotes customer loyalty in an emerging economy context. Fashion brand customers (N = 372) revealed that OCCE significantly influences customer satisfaction, increases perceived value, and advances customer loyalty. Likewise, omni-channel customer satisfaction (SAT) and perceived value also lead to customer loyalty. The study further demonstrates that SAT and perceived value also have an indirect effect on the relationship between OCCE and customer loyalty. These important insights would contribute to advancing the existing understanding in similar domains. The theoretical and practical implications, study shortcomings, and avenues for future studies are also outlined.

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How to Cite
Md. Abdul Alim, Md. Shafiullah, Yheetishamul Khan Sazid, Kanon Datta, Md. Fida – Ul Huq, Asif Al Akib, & Md. Julhaz Hossain. (2025). Omni-Channel Customer Experience and Advancing Customer Loyalty. Asian Academy of Management Journal, 30(1), 97–119. https://doi.org/10.21315/aamj2025.30.1.4
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Original Articles