The Effectiveness of Omni-channel Strategy in Optimizing Customer Engagement and Purchase Decision – The Case of the Wedding Services Sector in Hong Kong
DOI:
https://doi.org/10.70301/JOUR/SBS-JABR/2025/13/1/6Keywords:
Omni-channel Service Retailing, Customer Engagement, Purchase Decision, Wedding ServicesAbstract
This empirical quantitative research examines the effects of omni-channel strategy in optimizing customer engagement and purchase decision through the case of the wedding services sector in Hong Kong. It tests eleven hypotheses with a survey of a valid representative sample of married couples (n = 305). By using the partial least squares structural equation model (PLS-SEM), the results reveal that 7 out of 11 hypotheses are supported. The factors of usefulness, ease of use and personalization among the omni-channel constellation are identified as the leading determinants of customers’ acceptance of omni-channel strategy in the wedding services sector in Hong Kong. Personalization as well as ease of use emerge as prominent predictors of customer engagement and purchase decision respectively (p < .001), significantly increasing customer engagement and purchase decision in the omni-channel retailing
context. Furthermore, the findings reveal that superior customer engagement has a positive effect on purchase decision. This study provides several significant theoretical and managerial implications in unveiling the effectiveness of omni-channel strategy in the research domain of omni-channel service retailing.
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