Navigating the Omnichannel Landscape: Unraveling the Antecedents of Customer Loyalty

In today's dynamic business landscape, retailers are progressively turning to omnichannel strategies to offer integrated shopping experiences across various touchpoints. This study endeavors to elucidate the determinants driving loyalty among omnichannel consumers. A comprehensive research framework encompassing technological elements, in-store attributes, online reviews, and behavioral variables was formulated. A sample of 252 customers familiar with omnichannel shopping was evaluated. Structural equation modeling was utilized for data analysis. Results indicate that personal interactions and merchandise variety significantly influence crowd perception. Perceived ease of use was found to significantly affect perceived usefulness, attitude, and satisfaction. Furthermore, both crowd perception and attitudes toward online reviews markedly influence the overall attitude toward omnichannel. The data underscores the pivotal role of attitude in enhancing satisfaction and fostering loyalty among consumers. In conclusion, this research not only sheds light on the intricate dynamics of omnichannel customer loyalty but also offers valuable insights for both academia and industry, underscoring the importance of integrated multi-channel strategies in contemporary retailing. In our study, we wanted to understand what makes customers loyal to brands that have both online and physical store presence, known as "omnichannel" retailers. To do this, we examined factors like personal interaction, how many different products are offered, and how customers perceive crowdedness both online and in-store. We also looked at customers' attitudes toward online reviews. We used surveys to collect data and then analyzed the responses to draw conclusions. We found that personal interactions, both in-store and online, play a crucial role in making customers return. Offering a variety of products is also important, but how customers perceive crowdedness in both spaces can impact their satisfaction. Our study helps businesses understand the importance of balancing both online and offline experiences. They should focus on providing personal interactions and a variety of products while managing perceptions of crowdedness. However, our study does have some limitations. For instance, we only looked at certain factors and did not consider others that might influence customer loyalty. Future research could delve deeper into other aspects of the omnichannel experience. In short, for businesses to be successful in today's digital age, they need to offer a seamless shopping experience, both online and in physical stores, focusing on personal interactions and product variety.