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Investigating the continuance use intention of omnichannel retailing in South Africa: the role of customer experience
Mini Dissertation (MBA)--University of Pretoria, 2025.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2026
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| _version_ | 1867613674740383744 |
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| access_status_str | Open Access |
| author2 | Swanepoel, Samantha |
| author_browse | Swanepoel, Samantha |
| author_facet | Swanepoel, Samantha |
| collection | Thesis |
| dc_rights_str_mv | © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2025. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/109657 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:54.561Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/109657 Investigating the continuance use intention of omnichannel retailing in South Africa: the role of customer experience Swanepoel, Samantha ichelp@gibs.co.za Khumalo,Shatadi UCTD Omnichannel Continuance use intention South African Fashion retailing Customer experience Consumer behaviour Mini Dissertation (MBA)--University of Pretoria, 2025. The rapid evolution of retailing has been driven predominantly by digital transformation, necessitating retailers to integrate online and offline channels to enhance customer engagement and experience. South African retailers are increasingly adopting omnichannel strategies to provide seamless shopping experiences across digital and physical channels. However, determining the role of customer experience in the continuance use intention of omnichannel’s seems to be sparsely investigated. This study investigated the role of fashion retailer’s customer experience in the continuance use Intention of omnichannel’s in South Africa. To address the purpose of this study, the Expectation Confirmation Model (ECM) and Customer Experience Model (CX) were integrated to develop the conceptual model. A quantitative cross-sectional research design was adopted. An online self-administered survey was conducted, which obtained 233 respondents who made use of fashion omnichannel’s in the past 12 months. Descriptive and inferential statistics were analysed using SPSS version 30. The findings revealed strong empirical support for seven among the eight proposed hypotheses, evidently customer satisfaction did not significantly influence customer experience when using a fashion retailer’s omnichannel. This study provides practical insights for South African fashion retailers, emphasising the need for integrated customer-centric omnichannel strategies to enhance satisfaction, drive desirable customer experiences and overall continuance use intention of fashion retail omnichannel. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-09: Industry, innovation and infrastructure 2026-04-21T08:46:39Z 2026-04-21T08:46:39Z 2026-05-05 2025 Mini Dissertation * A2025 http://hdl.handle.net/2263/109657 en © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Omnichannel Continuance use intention South African Fashion retailing Customer experience Consumer behaviour Investigating the continuance use intention of omnichannel retailing in South Africa: the role of customer experience |
| title | Investigating the continuance use intention of omnichannel retailing in South Africa: the role of customer experience |
| title_full | Investigating the continuance use intention of omnichannel retailing in South Africa: the role of customer experience |
| title_fullStr | Investigating the continuance use intention of omnichannel retailing in South Africa: the role of customer experience |
| title_full_unstemmed | Investigating the continuance use intention of omnichannel retailing in South Africa: the role of customer experience |
| title_short | Investigating the continuance use intention of omnichannel retailing in South Africa: the role of customer experience |
| title_sort | investigating the continuance use intention of omnichannel retailing in south africa the role of customer experience |
| topic | UCTD Omnichannel Continuance use intention South African Fashion retailing Customer experience Consumer behaviour |
| url | http://hdl.handle.net/2263/109657 |