Multi-channel Integration: Factor Driving Satisfaction and Customer Loyalty in the Omni-channel Retailing

Authors

  • Dessy Yunita Universitas Sriwijaya
  • Mohamad Adam Universitas Sriwijaya
  • Zakaria Wahab Universitas Sriwijaya
  • Isni Andriana Universitas Sriwijaya
  • Ahmad Maulana Universitas Sriwijaya
  • Iisnawati Iisnawati Universitas Sriwijaya

DOI:

https://doi.org/10.26905/jmdk.v10i2.8794

Keywords:

Customer Loyalty, Multi-channel Integration, Omni-channel Retailing, Satisfaction

Abstract

Multi-channel integration is a prerequisite for omni-channel retail success. Implementation of good multi-channel integration increases satisfaction and has an impact on long term relationships with customers, one of which is customer loyalty. This research was conducted in a retail department store in the city of Palembang, namely Matahari Department Store (MDS). This study distributed questionnaires to 200 respondents who were buyers at MDS on at least two channels owned by MDS. The data analysis technique uses path analysis with the help of SPSS. The results show that multi-channel integration indirectly affects customer loyalty through satisfaction.

Author Biography

Dessy Yunita, Universitas Sriwijaya

Jurusan Manajemen, Prodi Manajemen.

Fakultas Ekonomi Universitas Sriwijaya

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Published

2022-12-29

Issue

Vol. 10 No. 2 (2022): December 2022

Section

Articles

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