Abstract

Purpose: In increasingly integrated omnichannel environments, firms face growing challenges in coordinating distribution channels while delivering consistent experiences across multiple customer touchpoints. This study aims to conceptualize and empirically validate omnichannel customer experience (OCX) as a higher-order construct and to examine its effects on customer-driven outcomes within integrated distribution systems. Research design, data and methodology: The study employs a quantitative research design using survey data collected from 324 omnichannel consumers in Vietnam. A disjoint two-stage Partial Least Squares Structural Equation Modeling (PLS-SEM) approach is applied to validate the hierarchical reflective–formative measurement model of OCX and to assess its impact on key customer engagement behaviors relevant to distribution performance. Results: The results indicate that OCX has a significant positive influence on own purchases, incentivized referrals, social influence, and knowledge sharing, underscoring its role in shaping customer-driven outcomes that enhance distribution effectiveness. Channel consistency, personalization, product returns, and loyalty programs emerge as the most influential formative components of OCX. Conclusions: This study contributes to distribution science by validating OCX as a systemic construct and clarifying how integrated distribution design translates into customer-driven outcomes, with important managerial implications for omnichannel distribution strategy.