From Experience to Interaction: A Dynamic Capability-Based Model of Value Co-creation in Omnichannel Environments

Abstract

The current work examines ways companies can turn Omnichannel Customer Experience (OCE) into Customer Interaction (CI) through Value Co-Creation Behaviour (VCB), with Omnichannel Environment Innovativeness (OEI) as the mediating variable. The study draws on Dynamic Capabilities Theory (DCT) and Service-Dominant Logic (SDL) to address a key issue: the disconnect between improved customer experience and sustained interaction in the context of omnichannel ecosystems. A quantitative explanatory design was used, with Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4. The data collection survey consisted of 300 Pakistani omnichannel consumers in a cross-sectional study. The model has tested five dimensions of OCE —affective, cognitive, relational, sensorial, and symbolic — in relation to VCB and CI, with OEI as a moderator. The findings establish that all OCE dimensions have a positive impact on VCB (0.41-0.67), which explains CI significantly (0.41, p = 0.001). OEI partially moderates the VCB 0 CI relationship (0.084, p = 0.059), implying partial moderation. The model accounted for 54% of the variation in CI, indicating strong predictive ability. This study builds upon the body of omnichannel literature by considering dynamic capability and co-creation to establish a perspective on the best way to achieve participatory engagement, focusing on symbolic and sensational experiences.