Analyzing The Influence Of Customer Journey On Customer Loyalty: A Study Of Omni-Channel Shopping Experience In Retail Industry

Abstract

The retail industry has changed dramatically in the last two decades due to digitalization in channel distribution. Consumers are now searching for information about goods or services interchangeably through many touchpoints. This phenomenon has been appraising the importance of customer journey design that could affect the consumer experience in both the online and offline channels. The interconnected channel both online and offline which is known as an omnichannel strategy has given a new challenge for practitioners. The study aims to analyze the influence of customer journeys on customer loyalty. The data was collected from 315 customers of three different omnichannel brands: fashion, consumer mobile, and furniture retail. The data was analyzed using the PLS-SEM method. The study shows that effective customer journey design and brand experience influence customer loyalty differently for each product category. This study provides the optimization of effective customer journey design in omnichannel retailing that influences customer loyalty through brand attitude.

Keywords: Effective customer journey design, customer journey, brand experience, omnichannel marketing