Investing the Determining Factors of Omni Channel Trust: An Empirical Evidence of the Retailing Industry of Pakistan
DOI:
https://doi.org/10.58932/MULE0011Keywords:
Consumer Omni Channel experience, Consistency, Flexibility, Personalization, Omni Channel trustAbstract
In the ever-evolving landscape of apparel retailing, the dynamics of consumer behavior have taken center stage. This research investigates the influencing factors, including consistency, flexibility, and personalization, on Omni channel Trust. The study utilizes a quantitative research approach to analyze the relationships among these variables. This study draws on the Trust Commitment Theory. An online survey has been distributed to participants familiar with online shopping. A total of 213 responses were analyzed using PLS-SEMS. The results show the significant role of the three main dimensions of customer experience on Omni Channel Trust. The findings conclude that relationship commitment shown by facilitating customers could increase customers' trust. By exploring the complex relationships between these variables, this study seeks to provide valuable insights into the mechanisms that shape consumer behavior in apparel retailing.
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