Merchandising/Marketing/Retailing: Management

Understand Omnichannel Experience Through Mobile Application Customer Reviews

  • Muzhen Li (University of Kentucky)
  • Li Zhao (University of Missouri)


This study customer expectations and experiences with mobile apps of different tiers of fashion retailers in omnichannel fashion retailing. Employing user experience (UX) and customer value theories, the research examines human-machine interactions and perceived benefits in omnichannel shopping, through the text analysis of 5000 mobile app customer reviews. Sentiment analysis and word co-occurrence networks are utilized to reveal distinct customer perspectives. High-end retailers are praised for customer service, mid-tier retailers face criticism for app functionality, and off-price retailers struggle with checkout processes. The study underscores the importance of tailoring mobile app strategies to retailer positioning, highlighting the need for fluency in mid-tier retailer apps, quality customer service in high-end apps, and efficient checkout processes in off-price apps. These insights shed light on mobile marketing strategies and offer a comprehensive understanding of different consumer expectations based on retailers’ different positioning and competitive advantages.


Keywords: mobile app, word co-occurrence network, omnichannel retailing

How to Cite:

Li, M. & Zhao, L., (2024) “Understand Omnichannel Experience Through Mobile Application Customer Reviews”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
20 Jan 2024
Peer Reviewed