How to build omnichannel customer experience consistency? A perspective of resource orchestration theory

Purpose Drawing on resource orchestration theory, this study aims to explore how omnichannel orchestration activities (involving digital technologies, channel integration and personalization) influence customer experience consistency in the omnichannel context. Design/methodology/approach The study used an online survey to collect data from 792 omnichannel customers in China. Partial least squares structural equation modeling analysis was conducted to test the hypotheses. Findings The empirical results demonstrated that digital technologies, channel integration and personalization significantly increased customer agility, which in turn enhanced omnichannel customer experience consistency. In addition, channel seamlessness positively moderated the relationship between customer agility and customer experience consistency. Originality/value This research sheds new light on the drivers of and mechanisms influencing omnichannel customer experience consistency, revealing the significant roles played by customer agility and channel seamlessness. It also provides insightful implications for omnichannel practitioners seeking to orchestrate omnichannel resources to efficiently build customer experience consistency.