#4748. The mediating effect of consumer empowerment in omni-channel retailing

July 2026publication date
Proposal available till 26-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Business and International Management;
Marketing;
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Abstract:
The purpose of this study is to explore the impact of omni-channel capability (OCC) and consumer empowerment (CE) on customer satisfaction (CS). A paper-based questionnaire was employed to analyse the role of CE in omni-channel retailing (OCR) by using structural equation modelling. Based on the Stimuli-Organism-Response (S-O-R) framework, this research aims to explore how OCC (S) impacts CE (O) and then leads to CS (R) in consumers who had previously used both the online and physical channels of a retailer. The findings supported the impact of OCC on CE, and in turn, the impact of CE on CS. The results reveal a partial mediation by CE in the effect of OCC on CS. Additionally, channel service transparency (CST) moderates the relationship between CE and CS. The findings reveal partial mediator role of CE and the moderator role of CST in OCR. The study draws attention to the increasing role of CE and CST in OCR. To enhance CS, retailers should focus on OCC, CE and CST. A new model was validated, hypothesized from S-O-R framework.
Keywords:
Consumer empowerment; Customer satisfaction; Omni-channel retailing; Stimuli-organism-response (S-O-R) framework

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