Authors: Uzma Firoz, Dr. Vidya Dayinee Sharan
Abstract: Purpose. This study investigates the effectiveness of omnichannel strategies in shaping customer perception within India's rapidly evolving digital retail landscape. While omnichannel commerce has attracted global scholarly interest, evidence from emerging market contexts—characterized by heterogeneous digital literacy, infrastructure constraints, and transitional consumer behavior—remains sparse. Design/Methodology. A quantitative, cross-sectional survey design was employed. Data were collected from 100 respondents using a structured 40-item Likert-scale questionnaire. Cronbach's Alpha, exploratory factor analysis, Pearson correlation, and one-way ANOVA were applied to test four hypotheses linking channel integration, personalization, communication consistency, and technology usage to customer perception outcomes. Findings. All four alternative hypotheses are supported. Channel integration (r = 0.65), personalization (r = 0.70), and technology accessibility (r = 0.60) exhibit significant positive correlations with customer perception. ANOVA reveals statistically significant differences across age cohorts (F < 0.05), with younger digital-native consumers responding more positively to omnichannel touchpoints. Reliability was confirmed with an overall Cronbach's Alpha of 0.80. Originality. This paper contributes a context-specific empirical model for emerging markets, integrating Service-Dominant Logic, Customer Engagement Theory, and the Unified Theory of Acceptance and Use of Technology (UTAUT2) within a single explanatory framework. It advances actionable guidance for practitioners navigating digital-physical retail convergence.
DOI: https://doi.org/10.5281/zenodo.19811360
