HOW VALUE IN EXPERIENCE MODERATES THE CUSTOMER LOYALTY IN OMNI-CHANNEL RETAILING

Abstract: Channel integration through multiple touchpoints is the first step in creating a great Omni-channel retail experience. A value is obtained by the customer from the experience during the buying process, this value is known as customer value in experience, which is defined as the customer's perception of the overall experience that they get. When this is implemented, companies will minimize the risk of losing customers because service is standardized across channels and at every point of contact. When the channel shows a higher degree of integration according to customer experience, customer satisfaction increases. Satisfied customers are reflected in repeat purchases as well as customer intention to choose that retailer again or recommend it to others and the marketing actions controlled by retailers play a tremendous role in achieving customer loyalty. This article explores multi-channel integration, value in experience, and satisfaction to increase customer loyalty in Omni-channel retail. This study was conducted on 212 department store customers who have active memberships and have shopped on at least two channels. The results show that multi-channel integration affects value in experience and value in experience affects satisfaction. The results also show that multi-channel integration has no direct effect on satisfaction and customer loyalty. Multi-channel integration has a positive effect on customer loyalty through value in experience and satisfaction. The results show the value in experience as a good mediating variable to increase customer loyalty in Omni-channel retail