A3 Book section, Chapters in research books
Impact of the Retail Service Experience on Cross-Channel Customer Loyalty (2023)

Nyrhinen, J., & Karjaluoto, H. (2023). Impact of the Retail Service Experience on Cross-Channel Customer Loyalty. In R. Cuthbertson, O. A. Rusanen, & L. Paavola (Eds.), The Red Queen Retail Race : An Innovation Pandemic in the Era of Digitization (pp. 112-136). Oxford University Press. https://doi.org/10.1093/oso/9780192862617.003.0006

JYU authors or editors

Publication details

All authors or editorsNyrhinen, Jussi; Karjaluoto, Heikki

Parent publicationThe Red Queen Retail Race : An Innovation Pandemic in the Era of Digitization

Parent publication editorsCuthbertson, Richard; Rusanen, Olli Aleksi; Paavola, Lauri



Publication year2023

Publication date01/06/2023

Pages range112-136

Number of pages in the book224

PublisherOxford University Press

Place of PublicationOxford

Publication countryUnited Kingdom

Publication languageEnglish


Publication open accessNot open

Publication channel open access


Although more than 90 per cent of commerce in the retail sector is still conducted in brick-and-mortar (B&M) stores, the rapid growth of online shopping, especially prior to visiting a physical outlet, is transforming the rules of retailing. Both practitioners and scholars are increasingly trying to understand the interaction between online and offline channels. This chapter seeks to examine this interplay from the perspective of both the cognitive and emotional aspects of service experience, including how they build loyalty in the omni-channel retail environment. This study reports the results of a large-scale consumer survey study (N = 880). These results show that, among omni-channel customers, B&M stores still play a crucial role in forming the service experience. Additionally, the findings elucidate how positive experiences enhance a customer’s willingness to share their personal data with retailers. Finally, this chapter examines the relationships between customer loyalty, which are measured as share of wallet and positive word of mouth, in both the online and offline environments.

Keywordsretail tradebrick and mortar storeselectronic commercecustomer servicecustomer experiencemultichannelcustomer loyalty

Free keywordscross-channel integration; customer loyalty; omni-channel retailing; servicescape; service experience; share of wallet; willingness to share information; word of mouth

Contributing organizations

Ministry reportingYes

Reporting Year2023

JUFO rating3

Last updated on 2024-15-05 at 13:14