Empowering Customer Loyalty: The Impact of Multichannel Integration, Technology Acceptance, and Value Experience on Satisfaction in Indonesia's Omni-Channel Retail Landscape
Empowering Customer Loyalty: The Impact of Multichannel Integration, Technology Acceptance, and Value Experience on Satisfaction in Indonesia's Omni-Channel Retail Landscape

Summary/Abstract: Customer loyalty is a key challenge in omni-channel retail landscape. This study examines the effects of multichannel integration (MCI), technology acceptance (TA), and value experience (VE) on customer loyalty (LOY), with satisfaction (SAT) serving as a mediating variable. The research utilizes primary data from 471 active department store customers who have made purchases through at least two different channels. The relationships among variables are examined using Structural Equation Modelling (SEM). The findings indicate a positive and statistically significant relationship between MCI and TA, MCI and VE, VE and LOY, as well as SAT and LOY. In addition, the results reveal a negative and statistically significant effect of MCI on SAT, as well as a negative but statistically insignificant effect of MCI on LOY. Indirectly, TA is able to mediate the relationship between MCI and VE. VE is able to mediate the relationship between MCI and SAT. Furthermore, both VE and SAT serve as mediating variables in the relationship between MCI and LOY. These findings are anticipated to guide retailers in Indonesia to enhance their preparedness for implementing omnichannel strategies.

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