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Influence of Experience Value Co鄄creation Behavior on

Customer Loyalty in Omni鄄channel Retail Based on
Service鄄dominant Logic Perspective

SHEN Pengyi & WAN Demin
(School of Economics and Management, East China Jiaotong University, Nanchang, Jiangxi 330013, China)

Abstract: The development of mobile network technology and artificial intelligence technology is increasingly driving the
change of omni鄄channel retail experience value co鄄creation behavior. Omni鄄channel retail enterprises and customers effectively in鄄
tegrate online and offline resources to create retail experience value, which has become an important source of customer loyalty.
Based on the literature review and interviews, this paper constructs a theoretical model from the service鄄dominant logic perspec鄄
tive, which reflects the influencing of omni鄄channel retail experience value co鄄creation behavior on customer loyalty. Empirical a鄄
nalysis finds that service product co鄄creation has a positive impact on cognitive experience value, and service product co鄄creation,
experience environment co鄄creation and service interaction co鄄creation have a positive impact on emotional experience value, and
service product co鄄creation and service interaction co鄄creation have a positive impact on customer loyalty, and cognitive experi鄄
ence value and emotional experience value have a positive impact on customer loyalty. Moreover, cognitive experience value plays
a partial mediating role between service product co鄄creation and customer loyalty, and emotional experience value plays a partial
mediating role between service product co鄄creation, service interaction co鄄creation and customer loyalty. In addition, technical鄄
ization and proper program controlling have a positive moderating role between omni鄄channel retail experience value co鄄creation
behavior and experiential value. Therefore, it is the key to promoting customer loyalty by enhancing and optimizing the co鄄crea鄄
tion behavior of omni鄄channel retail experience value, and strengthening the acquisition of customer experience value, and promo鄄
ting the technicalization level and providing appropriate program control.
Key Words: omni鄄channel retailing; value co鄄creation; experience value; customer loyalty; service鄄dominant logic

(本文责编摇 邓摇 艳)

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