Personalization, Customer Experience, and Omnichannel Integration in Driving Customer Stickiness
DOI:
https://doi.org/10.58812/wsbm.v4i03.3111Keywords:
Personalization, Customer Experience, Omnichannel Integration, Customer Satisfactiton, Customer StickinessAbstract
This study investigates the influence of Personalization (PN), Cognitive Customer Experience (CCX), Emotional Customer Experience (ECX), and Omnichannel Integration Quality (OIQ) on Customer Satisfaction (CS) and Customer Stickiness (CK) in the Indonesian modern retail sector, with CS as a mediating construct. A quantitative cross-sectional design was employed, collecting data from 240 omnichannel retail consumers in Indonesia and analyzing it using Partial Least Squares Structural Equation Modeling (PLS-SEM) with a two-stage higher-order construct approach in SmartPLS 3. The findings show that ECX and OIQ significantly drive CS, while CCX, OIQ, and CS independently shape CK. PN did not significantly influence either outcome. All satisfaction-mediated indirect pathways were not supported, suggesting that CS functions as a direct retention lever rather than a universal mediator in omnichannel retail contexts.
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