Effects of Customer Omnichannel Experience on Customer Behavioural Outcomes in Hospitality and Tourism Sector in Ghana

Abstract

This study explores the influence of customer omnichannel experience (COE) on brand love (BL), word of mouth (WOM), and customer repurchase intention (CRI), with a focus on the mediating role of brand love. The quantitative survey included 593 participants who had used hospitality and tourism services in Accra, Tarkoradi, Tema, Kumasi, and Tamale. To ensure a representative sample, stratified random sampling selected participants based on their recent hotel, travel agency, and tourism service experiences. A structured online and in-person questionnaire measured COE, BL, WOM, and CRI using Likert-scale items. Partial Least Square Structural Equation Modelling (PLS-SEM) measured variable relationships and tested the proposed model. The study found that COE significantly affects BL, which affects WOM and CRI. The findings show that a seamless and personalised omnichannel experience increases brand loyalty, advocacy, and repeat purchases. The hospitality and tourism industry should focus on consistent, emotionally engaging experiences across multiple customer touchpoints to boost customer loyalty and brand promotion, according to this research.