...Aayushi Sharma; Surabhi Koul; Rahul Pratap Singh Kaurav Purpose While a seamless experience is widely acknowledged as essential, its role in shaping deeper psychological states, especially the state of flow in the shopping journey, remains an ongoing area of research in marketing. Flow enables...

... while introducing and improving new channels and services (Cocco and De-Juan-Vigaray, 2022). Ulun Akturan is the corresponding author and can be contacted at: uakturan@gsu.edu.tr Omni-channel customer experience Seamless experience Customer commitment Word-of-mouth intention Fashion...

...). This placed enormous pressure on retailers and shifted operations towards online channels (Verhoef, 2021). During the pandemic, several actions were quickly implemented by retailers altering their ability to deliver seamless experiences. Consumer behaviour changes customer service and experience...