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Purpose: As technology has improved, new ways of providing products to customers have introduced in the retail industry. Omnichannel, integrating the physical and online retailing, provides a ubiquitous shopping environment for customers. Understanding the attitudes and behavioral intentions of customers is the first step for firms to gain benefits by adopting omnichannel as their new retail paradigm. This paper aims to examine how the characteristics of omnichannel and attitudes towards omnichannel influence the customers’ behavioral intention. This research also investigates what factors do affect relationship satisfaction and customers’ continuous intention of omnichannel service. Research design, data, and methodology: Using an online survey, customers who had experience of omnichannel service participated in the study. Structural equation modeling was used to estimate the relationships between omnichannel characteristics, subjective norm, perceived behavioral control for TPB (Theory of Planned Behavior), perceived value, affective commitment, relationship satisfaction, and continuance intention. Results: The results showed the significant influence of pleasurable omnichannel experience on the perceived value. Further, this research highlights the positive effect of perceived behavioral control on the perceived value of the omnichannel. The results showed that there was a significant positive relationship between perceived value, affective commitment, relationship satisfaction, and continuance intention. This research demonstrated that relationship satisfaction is the key determinant to continuance intention for omnichannel. There was no direct relationship between satisfaction and continuance intention. However, customers who satisfied with a relationship did show the intention to use the omnichannel continuously. Conclusions: This paper provides a managerial implication for managers to develop competitive strategies for customer retention. Firms need to strengthen their relationship quality to prevent customer churn. By giving an enjoyable experience to their customers, customers can perceive the value of omnichannel positively. Further, once customers perceive the value, they become committed to that firm. The present research provides evidence that affective commitment can positively influence relationship satisfaction and continuance intention for omnichannel. It is also necessary to let customers believe they can handle the omnichannel. The current findings suggest that retailers should give a pleasurable and controllable omnichannel experience to make customers committed with them, and satisfied with the relationship.
