IMPACT OF OMNICHANNEL RETAILING ON CONSUMER DWELL TIME WITH SPECIAL REFERENCE TO THE FASHION INDUSTRY IN WESTERN PROVINCE, SRI LANKA

Abstract

This study investigates the influence of Omni channel retailing on consumer dwell time within the fashion industry, specifically focusing on the Western Province of Sri Lanka. The study identifies a research gap in understanding the specific impact of Omni channel retailing on consumer dwell time in the Western Province's fashion industry in Sri Lanka. Dwell time, crucial in retail analysis, influences shopping behavior, spending, and overall satisfaction. The research aims to unravel the impact of Omni channel integration, seamlessness, fulfillment, and usability on dwell time in Sri Lankan fashion retailers, providing practical implications for retail management. The study employs a deductive approach with an explanatory research design, utilizing both primary and secondary sources. Data collection involves a structured questionnaire, and rigorous statistical analyses, including reliability and validity tests, Pearson's correlation analysis, and regression analysis, confirm strong positive impact of Omni channel retailing on customer dwell time. The research contributes valuable insights to the fashion industry, policymakers, and future researchers, offering a nuanced understanding of the relationship between Omni channel retailing and consumer dwell time in a specific geographic and industry context.