  Citation: Riaz, H.; Baig, U.; Meidute-Kavaliauskiene, I.; Ahmed, H. Factors Effecting Omnichannel Customer Experience: Evidence from Fashion Retail. Information 2022, 13, 12. https://doi.org/10.3390/ info13010012 Academic Editors: Joanna Paliszkiewicz and Marcin Ratajczak Received: 21 November 2021 Accepted: 19 December 2021 Published: 28 December 2021 Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affil- iations. Copyright: © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). information Article Factors Effecting Omnichannel Customer Experience: Evidence from Fashion Retail Hadiqa Riaz 1 , Umair Baig 2 , Ieva Meidute-Kavaliauskiene 3, * and Hassaan Ahmed 4 1 Department of Business Studies, Bahria University, Karachi 75420, Pakistan; hadiqariaz.bukc@bahria.edu.pk 2 Department of Commerce, Benazir Bhutto Shaheed University, Karachi 75660, Pakistan; umaiirbaig@gmail.com 3 Department of Business Technologies and Entrepreneurship, Faculty of Business Managments, Vilnius Gediminas Technical University, Saul˙ etekio al. 11, LT-10223 Vilnius, Lithuania 4 Department of Business Administration, Salim Habib University, Karachi 74400, Pakistan; hassaan.ahmed@shu.edu.pk * Correspondence: ieva.meidute-kavaliauskiene@vilniustech.lt Abstract: This research work was designed to investigate the changing dynamics of the retail land- scape driven by omnichannel retailing, and to determine the effects on the omnichannel customer’s experience. The role of omnichannel customer behavior in the relation between omnichannel retailing and customer experience was assessed through a survey of 265 omnichannel customers of different fashion retail brands in Pakistan. The results of partial least squares structural equation modeling (PLS-SEM) showed a strong mediating effect of omnichannel customer behavior in channeling the drivers of omnichannel retailing towards an enhanced customer experience. Omnichannel retailing helps to enhance the customer experience via determinants of omnichannel integration, order ful- filment, usability and seamlessness. The research findings underpin the positive significant effect of all factors of omnichannel retailing on the customer experience. Among the four omnichannel retailing constructs, seamlessness emerged as a major direct and indirect contributor, followed by om- nichannel integration and usability dimensions. Notwithstanding the small sample size, this research contributes to the omnichannel retailing landscape of Pakistan’s fashion retail industry by suggesting a functional approach for creating a fully integrated shopping experience and omnichannel strategies for fashion brands. Furthermore, it will also provide brands an opportunity to strengthen their customers’ experience throughout the buying channel. Keywords: omnichannel retailing; omnichannel integration; omnichannel seamlessness; omnichannel fulfilment; omnichannel usability; omnichannel customer behavior; omnichannel customer experience 1. Introduction Approximately 150 years ago, rapid urbanization disrupted the retail sector, driven by industrialization, which helped department stores to blossom. This was followed by the development of the automobile, which helped people to quickly move around cities and suburbs, thus nurturing shopping malls. Later in the nineteenth century, the rise of discount stores and category killers transformed the retail environment. Although these developments and changes in the retail sector did not allow any of the previous formats to fade away, they readily transformed and reshaped their predecessor’s value-creating narrative [1,2]. Similarly, digital disruption is now reshaping the retailing landscape and, similar to the case of previous disruptions, the changes are redefining consumer expectations. Internet technologies and the dot-com bubble lured a large number of e-retailers to online platforms with high expectations of gaining a first-mover competitive advantage [3]. As a result of the continuous development of technology and digital platforms, the conventional retail environment, in which customers shopped from separate silos, morphed into a completely Information 2022, 13, 12. https://doi.org/10.3390/info13010012 https://www.mdpi.com/journal/information