Crafting the Customer’ Positive Affect Experience and Loyalty towards the Omni-channel Banking Sector in Pakistan: A Two-staged Classical-SEM and Artificial Neural Network (ANN) Approach

Abstract

The primary purpose of this study was to examine the six aspects (transaction information, information access, promotion, product and price, order fulfilment, and customer service) of   Omnichannel marketing strategies on the customer's positive affect experience and additionally study the impact of the positive affect experience on the customer loyalty. To achieve this purpose, we applied the online survey-questionnaire data collection technique while using the non-probabilistic convenience sampling technique to collect 453 data from the customers of those banks in Pakistan that implemented the Omnichannel strategies in their business operations. The Covariance-Based Structural Equations Model (CBSEM) results show that all the Omnichannel strategies significantly and positively impact customer positive affect experience except the integrated promotion while customer positive affect experience also positively impact customer loyalty. The results of this study's Artificial Neural Network (ANN) show that integrated customer service and product and price were the most important predictors of the positive customer experience in the Omnichannel banking sector in Pakistan. These outcomes of this study also provide various theoretical and managerial implications in the existing literature on the Omnichannel.