Abstract:
Purpose – The purpose of this study is to identify Omni-Channel to building customer loyalty mediated by customer satisfaction. The purpose of content research is to assess and explain that omni-channel is a way for retailers to get customer loyalty mediated by customer satisfaction.
Design/methodology/approach – The methodology used in this study is a quantitative method by distributing an online questionnaire consisting of 39 item statements with a seven-point Likert-scale. The sample size used for this study was 310 millennials in Indonesia who have shopped online. The sample technique used is purposive sampling where this questionnaire uses the screening question which is the respondent is aged between 19-40 years old and they already shopped via online and offline in department store on the last 6 months.
Findings – The results obtained indicate that customer satisfaction is affected by the omni-channel which consists of 11 subdimensions: store appearance, personal interaction, fulfillment / reliability, aesthetic design, efficiency, privacy / security, personalization, integration, customer service, service provision policies, and store experience. Customer satisfaction also affected customer loyalty.
Originality/value – This is the first study that try to Building Customer Loyalty through Omni-Channel with eleven dimensions mediated by Customer Satisfaction in the retail sector especially in department store in order to continue to survive.
