The Effect of Omnichannel Marketing Capability, Service Innovation, and Customer Relationship Quality on Customer Retention in Modern Retail Businesses in West Java
DOI:
https://doi.org/10.58812/wsshs.v4i09.3131Keywords:
Omnichannel Marketing Capabilities, Service Innovation, Customer Relationship Quality, Customer Retention, Modern RetailAbstract
This study examines the effect of omnichannel marketing capabilities, service innovation, and customer relationship quality on customer retention in modern retail businesses in West Java. A quantitative explanatory research design was employed involving 135 respondents selected through purposive sampling. Data were collected using a structured questionnaire measured on a five-point Likert scale and analyzed using SPSS version 25. The analysis included validity and reliability testing, classical assumption tests, multiple linear regression, partial t-tests, simultaneous F-tests, and the coefficient of determination. The results indicate that omnichannel marketing capabilities have a positive and significant effect on customer retention. Service innovation also has a positive and significant effect on customer retention, while customer relationship quality has the strongest positive and significant effect. Simultaneously, the three independent variables significantly influence customer retention. The model explains 64.1% of the variation in customer retention. These findings demonstrate that modern retailers can strengthen customer retention by integrating physical and digital channels, continuously improving service delivery, and developing trustworthy and satisfying customer relationships.
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