{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,19]],"date-time":"2026-06-19T18:57:22Z","timestamp":1781895442289,"version":"3.54.5"},"reference-count":62,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2025,10,5]],"date-time":"2025-10-05T00:00:00Z","timestamp":1759622400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72202185"],"award-info":[{"award-number":["72202185"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["72302145"],"award-info":[{"award-number":["72302145"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["www.mdpi.com"],"crossmark-restriction":true},"short-container-title":["JTAER"],"abstract":"<jats:p>Customer experience is central to omnichannel marketing and is increasingly the focus of research attention. However, few studies have focused on the development of excellent omnichannel customer experiences. To fill this research gap, we examined the drivers of these experiences from a customer journey design perspective. Partial least squares structural equation modeling (PLS-SEM) and partial least squares multigroup analysis (PLS-MGA) were employed to analyze 775 valid omnichannel customers\u2019 data, which were collected through an online survey. The findings suggest that the thematic cohesion, consistency, context sensitivity, and connectivity of touchpoints play an important role in improving omnichannel customer experience. Value co-creation behavior can be significantly increased by affective, cognitive, physical, relational, and symbolic experiences, but not by sensorial omnichannel customer experiences. These results not only contribute to the knowledge of omnichannel customer experiences, customer journeys, and value co-creation behavior, but also offer useful advice for omnichannel marketers.<\/jats:p>","DOI":"10.3390\/jtaer20040277","type":"journal-article","created":{"date-parts":[[2025,10,6]],"date-time":"2025-10-06T11:42:49Z","timestamp":1759750969000},"page":"277","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":4,"title":["Enhancing Omnichannel Customer Experience: From a Customer Journey Design Perspective"],"prefix":"10.3390","volume":"20","author":[{"given":"Wei","family":"Gao","sequence":"first","affiliation":[{"name":"College of Economics and Management, Southwest University, Chongqing 400715, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ning","family":"Jiang","sequence":"additional","affiliation":[{"name":"Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,10,5]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"174","DOI":"10.1016\/j.jretai.2015.02.005","article-title":"From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing","volume":"91","author":"Verhoef","year":"2015","journal-title":"J. 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