Importance of omni-channel shopping experience for retail customer satisfaction level

Technological advancements affect daily life as well as products and services being marketed. Increasing internet usage has caused a diversity in sales and communication channels. Diversity of sales and communication channels oblige retailers to make strategic decisions for a smooth shopping experience. Following multi-channel retail business, emerging omni-channel approach promises consumers, smooth shopping experience. Flawless integration of sales and communication channels is a must to realize this promise. Despite some of its difficulties, there are firms in Turkey and abroad that adopt this approach and make investment for implementation. Furthermore, according to the results of the size of the store in the study, no significant difference was found between the gender and the results of loyalty programs and marital status. According to the results of the channel integration dimension, no significant difference was found according to education level. According to the results of the smooth online dimension, a significant difference was determined according to the education level. Findings of the study are expected to be the starting point and guide for retailers who are willing to adopt this approach.