Perceived omnichannel experience 2 (poe2), a new measurement based on omnipresence, reciprocity, similarity, personalization and hybridization

Addressing gaps in existing measurement tools, the POE2 conceptualization integrates touchpoint integration, omnipresence, hybridization, experience similarity, and personalization—dimensions recognized in the literature but insufficiently represented in earlier scales.

Validation followed Churchill Jr (1979) procedures, adapted for a formative–reflective second‑order construct (Jarvis et al. 2003), and involved qualitative interviews with Quebec retailers (n=9), expert content validation (n=7), a pilot survey (n=118), and two large-scale surveys with U.S., Canadian, and U.K. omnichannel consumers (n=381, n=309). Empirical results confirm the scale’s reliability and predictive validity, demonstrating its contribution to enhanced perceived value and trust in the retailer, ultimately fostering satisfaction and loyalty.