The impact of Omnichannel experience on loyalty and advocacy intention in higher education; the mediating role of students’ engagement and perceived satisfaction

نوع المستند : المقالة الأصلية

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الاكاديمية العربية

المستخلص

The purpose of this thesis is to investigate the omnichannel strategy and to explore factors that influence omnichannel experience OME in higher education setting in Egyptian market by understanding triggers that crafts and rise students experience that subsequently impacts behavioral and emotional outcomes of students’ . Study tests the relationship between OM proposed determinants (convenience, consistency, personalization, integrated promotion, integrated information access and students’ support) that enhance students’ experience and its impacts on perceived satisfaction and student’s engagement as mediating variables that reflects on students- institutional loyalty and advocacy intention .
Design/methodology/approach- Design method adopted by study is mixed method design, qualitative and quantitative studies are undertaken on foreign agreement and framework university students’ in Egypt. Data is gathered using self-administrated questionnaires and semi structured interviews.
Results indicates that determinants of OME are strategically significant and positively impacts mediating factors that plays an indirect role of relationship between OME and loyalty and advocacy intention in HEI’s.
Originality:This study is the first venture that tests OME in HE and will contribute in HE literature and student experience management along with omnichannel field of research .

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