Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction

We draw on bounded rationality theory to examine the drivers of omnichannel journey satisfaction. By examining the omnichannel journey as a holistic experience (as opposed to a sequence of individual channel decisions), our research demonstrates that maximisation as a goal can increase shoppers' satisfaction with the omnichannel journey. Findings of three studies lend support to the notion that shopping mindsets should not be taken exclusively as an individual trait, but also as a mindset state which can be situationally activated within the omnichannel setup. We show that omnichannel shoppers should be encouraged to maximise their decision outcomes and to embrace the superior enjoyment and achievements that the omnichannel experience has to offer. In contrast to past research, we recommend that looking back into individuals' specific channel choices, channel use and shopping journey's configuration should be discouraged. We discuss theoretical and practical implications for researchers and retailers alike.

Automated summary

We use bounded rationality theory to explore the factors driving omnichannel journey satisfaction. By viewing the omnichannel journey as a holistic experience, our research shows that maximizing goals can enhance shoppers' satisfaction with the overall journey. Our findings suggest that shopping mindsets should not be seen solely as individual traits, but also as situational mindsets within the omnichannel environment. We argue that omnichannel shoppers should be encouraged to maximize their decision outcomes and embrace the enjoyment and achievements offered by the omnichannel experience. In contrast to previous research, we discourage focusing on individual channel choices, channel use, and the configuration of the shopping journey. We discuss the theoretical and practical implications for researchers and retailers.