A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention
Öz
Digitalization and changing consumer behavior have led businesses to adopt omni-channel strategies that integrate all physical and digital touchpoints and focus on delivering a seamless customer experience in order to gain a competitive advantage. The aim of this research is to examine how customer experience influences relationship quality and how this, in turn, affects loyalty intentions (including word of mouth and intentions to make repeat purchases) through a comprehensive model from the viewpoint of omnichannel management. A survey was utilized as a method for gathering data. In this research, convenience sampling, a type of non-random sampling method, was chosen as the preferred technique, and data was gathered from 513 individuals. SPSS 21 was utilized to examine the data and evaluate the hypotheses of the research framework. Studies have indicated that an omnichannel customer experience affects the intention to remain loyal, and that the quality of the relationship acts as a mediator in this connection. Omnichannel marketing strategies and customer experience, viewed by companies as integral to their business plans, are essential elements in fostering loyalty intention. For companies employing the omni-channel strategy to build loyalty, it highlights the significance of providing a favorable customer experience and enhancing the quality of relationships.
Anahtar Kelimeler
Omni-Channel Management, Customer Experience, Relationship Quality, Loyalty Intention
Destekleyen Kurum
Marmara Üniversitesi
Etik Beyan
Etik Beyanı : Çalışma, Marmara Üniversitesi Sosyal Bilimler Enstitüsü Etik Kurulu tarafından 2022-56 protokol numarası ve 2022-3/4 protokol numarası ile etik açıdan uygun olarak kabul edilmiştir.
Yazar Katkıları : 1. yazarın katkı oranı: %50, 2. yazarın katkı oranı: %50
Çıkar Beyanı : Yazarlar arasında çıkar çatışması yoktur.
Kaynakça
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