Impact Of Omni Channel Retail Implementation On Customers Satisfaction In Rwanda

Technological development such as smart devices like mobile,tablets and use of social networks had pushed in-store technological growth resulting to new opportunities and tasks for retailers.As the difference between online and physical channels is distorted,a new approach to channel integration is developing.It is for extension of the existing multi?channel retailing aspect for improving according to the consumers,expectations.This aspect is Omni-channel retailing.The difference between these two concepts is the level of channel integration,where an Omni channel needs complete and seamless channel integration,while multi-channel retailing the level of integration varies from low to high integration but working independently.Currently customers expect complete shopping experience through channel integration where they can navigate into different channels according to their preferences.Omni channel retail aspect was found to be a good choice for retailers to meet this need and reach customer satisfaction.Customer's satisfaction is the important key for a business success.Keeping a big number of customers should be a focus for all business organizations.Customer satisfaction and loyalty should be settled as long-term goals.This research was conducted to analyze the impact of Omni channel retail implementation on customers satisfaction with the objective of find out how Rwandan-retailing sector can provide consumers with a seamless shopping experience by moving from brick and mortar retailing to full integrating channels retailing through the implementation of Omni channel retailing.The aim of this research is to explore the impact of Omni channel retail implementation on consumer's behavior in Rwanda through which and how omni channel retail affect satisfaction and loyalty of customers.In addition,to find out customers insights about channel integrations which is the reflection of their expectations for Rwandan retailing sector.In this research theoretical model was built based on four factors which are omni channel retail implementation,customers satisfaction,custolmers' preference and technological background to introduces and describes the theory that explains the research problem.According to those four factors research predicted six hypotheses based on the expected relationship among them.This research was accomplished using quantitative and qualitative research via questionnaire.The questionnaire was distributed to Rwandan consumers accessing both offline and digital shopping channels.Data was analyzed by structural equation modeling(SEM).Confirmatory factor analysis(CFA)was used to test how well the measured variables represent the number of constructs.According to research hypothesizes,results show that Omni channel retail implementation affects positively customers satisfaction.In addition,Omni channel retail implementation have a positive relationship with consumers' preference,and consumers' preference affect positively customers satisfaction.Result proved also that other three hypotheses were not supported contrary to what expected by the researcher.the best practice and recommendations were provided to Rwandan retailers on implementation of Omni channel retail according to the results obtained.It was shown that to satisfy customers retailers should emphasize on quality,cost and efficiency of their product.For omni channel retail implementation researcher recommends retailers to emphasize on convenience,consistency,relevance and agility of channels as revealed by results as high expectation of customers.