OMNICHANNEL STRATEGY IN IMPROVING CUSTOMER EXPERIENCE IN THE DIGITAL ERA (CASE STUDY ON SYARAH BAKERY BENGKULU CUSTOMERS)

Edo Dwi Anggara; Andi Azhar

doi:10.70574/ak9rpe80

Authors

Edo Dwi Anggara Department of Management University of Muhammadiyah Bengkulu Author
Andi Azhar Department of Management University of Muhammadiyah Bengkulu Author

DOI:

https://doi.org/10.70574/ak9rpe80

Keywords:

Omnichannel, Customer experience

Abstract

This study aims to analyze the impact of implementing an omnichannel strategy in enhancing customer experience at Syarah Bakery, an SME in Bengkulu. Given the intense competition in the local bakery industry, this research focuses on how the integration of online and offline channels can create a consistent and satisfying experience for customers. The approach used in this study is quantitative with a case study design, where data was collected through questionnaires and interviews with customers and the manager of Syarah Bakery. The study sample consisted of 350 respondents who had used various service channels. The results of the analysis using the Partial Least Squares (PLS) method indicate that service consistency, channel integration, service personalization, ease of access, and responsiveness significantly influence customer experience, with an R² value of 0.68. These findings highlight the importance of service consistency and channel integration in creating seamless customer experience. The study also provides recommendations for Syarah Bakery to improve their omnichannel strategy through service personalization, ease of access, and responsiveness to enhance customer satisfaction and loyalty in the digital era.

References

Alaoui, I., Saffar, W., & Niar, S. (2020). Impact of Multichannel and Omnichannel Retailing on Customer Satisfaction and Loyalty. Journal of Retailing and Consumer Services, 54, 102-118.

Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer Experience Management in Business Markets. Industrial Marketing Management, 67, 78-88.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience throughout the Customer Journey. Journal of Marketing, 80(6), 69-98.

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-channel Retailing to Omnichannel Retailing: Introduction to the Special Issue on Multichannel Retailing. Journal of Retailing, 91(2), 174-181

Adelina, E., & Tinggi, D. I. P. (2021). Pemanfaatan Strategi Omnichannel Marketing di Perguruan Tinggi. Jurnal Vokasi Indonesia, 9(1). https://doi.org/10.7454/jvi.v9i1.243

Bangun, N. B., & Hutagaol, J. (2024). Study on the Impact of Implementing Omnichannel Marketing on Customer Experience. Focus Ilmu Administrasi, 3(1), 32–38.