To Measure the Effects of Omnichannel Management Capabilities on Positive WOM Engagement and Equity

Abstract

This study examines the “The Effects of Omni channels Management Capabilities on Positive WOM Engagement and Customer Equity “within the retail fashion sector. This study is qualitative in nature and used the case study research design for analysis and discussion. Brands like Sana Salinas, Limelight, and Zellbury exemplify how effective Omni channel strategies enhance customer satisfaction and foster positive WOM, thereby increasing customer equity. Conversely, Khaadi’s challenges in service execution despite advanced technology highlight that digital capabilities must be complemented by good customer care services, staff behavior, product quality, good refund policy and timely delivery of products. Alkaram’s relatively stable position underscores the need for greater investment in Omni channel initiatives to sustain competitiveness and long-term customer relationships. The findings emphasize that strategic Omni channel integration is essential for retailers aiming to meet evolving customer expectations and drive sustainable brand advocacy and value but along with development and training of staff to give a good customer care service.