Interaction of Omni Channel Customer Experience, Brand Image and Perceived Risk: An Empirical Investigation

Year 2025, Volume: 12 Issue: 1, 18 - 43, 30.06.2025

Malik Dündar , Suzan Coban

https://doi.org/10.47097/piar.1618865

Abstract

Omni channel can be defined as the ability of online, mobile and physical channels to act as if they were a single channel by integrating them with each other. By providing integration between channels with omni channel strategies, customer experience is optimized and this positively affects consumer behavior. When the studies conducted are examined, it has been revealed that brand image and perceived risk are affected as a result of customers' experience with omni channel strategies. The aim of the study is to examine the effect of consumers' omni channel experiences on brand image and to determine the mediating role of perceived risk in this interaction. The survey developed on the subject was applied in an online environment and data was obtained from 507 participants. In line with the research objectives and hypotheses, explanatory and confirmatory factor analysis, correlation and regression analyses were applied to the obtained data. The bootstrap method was used to determine the mediating effect. As a result of the analyses, it was determined that omni channel customer experience had a significant effect on perceived risk and brand image and that perceived risk had a low level mediating effect in this interaction.

Keywords

Omni Channel, Customer Experience, Brand Image, Perceived Risk

Omni Kanal Müşteri Deneyimi, Marka İmajı ve Algılanan Risk Etkileşimi: Ampirik Bir Araştırma

Abstract

Omni kanal, online, mobil ve fiziksel kanalların birbirleriyle entegrasyon sağlanarak tek bir kanalmış gibi hareket etme yeteneği olarak ifade edilebilir. Omni kanal stratejileri ile kanallar arası entegrasyon sağlanarak müşteri deneyimi optimize edilmekte ve bu durum tüketici davranışını olumlu yönde etkilemektedir. Yapılan çalışmalar incelendiğinde omni kanal stratejilerini müşterilerin deneyimi sonucunda marka imajı ve algılanan riskin etkilendiği ortaya koyulmuştur. Çalışmanın amacı, tüketicilerin omni kanal deneyimlerinin marka imajına etkisinin incelenmesi ve bu etkileşimde algılanan riskin aracılık rolünü belirlemektir. Konu ile ilgili geliştirilen anket, online ortamda uygulanmış ve 507 katılımcıdan veri elde edilmiştir. Araştırma amaçları ve hipotezleri doğrultusunda, elde edilen verilere açıklayıcı ve doğrulayıcı faktör analizi, korelasyon ve regresyon analizleri uygulanmıştır. Aracı etkisini belirlemek amacıyla bootstrap yöntemi kullanılmıştır. Analizler sonucu, omni kanal müşteri deneyiminin algılanan risk ve marka imajı üzerinde anlamlı bir etkisi olduğu ve bu etkileşimde algılanan riskin düşük düzeyde aracılık etkisi olduğu saptanmıştır.

Keywords

Omni Kanal, Müşteri Deneyimi, Marka İmajı, Algılanan Risk

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