Omnichannel Experience and Customer Behavior: Their Impact on Non-Monetary Customer Value
(A2026-134008)

AUTHORS

Ildikó Kemény, Corvinus University of Budapest; JUDIT SIMON, Corvinus University of Budapest

ABSTRACT

This study investigates the relationship between omnichannel experience, omnichannel customer behavior, and non-monetary customer value. Building on Shi et al.’s (2020) scale, a locally validated two-dimensional model – attitudes toward personalized systems and consistency – was tested using survey data from 722 loyalty cardholders of a domestic sporting goods retailer. Results show that personalization positively influences omnichannel behavior, which enhances satisfaction, and indirectly repurchase intention, and word-of-mouth. Although effect sizes are modest, findings highlight the crucial role of personalization and satisfaction in fostering sustainable customer relationships. The study contributes theoretical and managerial insights: its novelty lies in quantifying the link between omnichannel experience, omnichannel behavior, and non-monetary customer value in a previously unexplored context.