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All Journal Dinasti International Journal of Education Management and Social Science Jurnal Riset Bisnis dan Manajemen
Rachmat Tri Yuli Yanto
Universitas Logistik dan Bisnis Internasional, Indonesia
Economics, Econometrics & Finance Education

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The Role of Omnichannel Customer Experience in Strengthening Customer Loyalty Rachmat Tri Yuli Yanto; Irma M Nawangwulan; Samuel PD Anantadjaya; Bekti Utomo; Antonius Ary Setyawan
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 6 (2026): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i6.6494

Abstract

This study aims to examine the role of omnichannel customer experience in strengthening customer loyalty at ETC & Foundation Bandung, an educational institution providing English learning services through multiple service channels. In the digital era, educational service providers increasingly integrate online and offline channels to improve customer experience and maintain long-term relationships with customers. This study employed a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were collected through a questionnaire distributed to 100 respondents who had previously used the services of ETC & Foundation Bandung. The sampling technique used was purposive sampling, targeting customers who had interacted with the institution through at least one service channel such as WhatsApp, Instagram, website, or direct visits. The research model examines the relationships between omnichannel customer experience, customer satisfaction, and customer loyalty. The findings are expected to show that integrated and consistent customer experiences across multiple channels can enhance customer satisfaction and ultimately strengthen customer loyalty. This study contributes to the development of service marketing literature, particularly in the context of educational service institutions implementing omnichannel strategies.
ENTREPRENEURIAL MARKETING AND EXPERIENCE-BASED SERVICE STRATEGIES TO BUILD PATIENT LOYALTY THROUGH SERVICE QUALITY AND SATISFACTION Rachmat Yanto; Rohmat Sarman; Ranti Sari
Jurnal Riset Bisnis dan Manajemen Vol. 19 No. 2 (2026): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v19i2.44044

Abstract

The increasing competitiveness of Indonesia’s healthcare sector compels hospitals to move beyond clinical excellence and adopt innovative, value-oriented managerial strategies. Despite extensive research on service quality, patient satisfaction, and patient loyalty, limited studies have integrated these variables within an entrepreneurial marketing framework in public referral hospitals. This study investigates how entrepreneurial marketing implemented through experience-based service strategies shapes patient loyalty through service quality and patient satisfaction. A quantitative explanatory approach was applied to first-class inpatients at Dr. Hasan Sadikin General Hospital, Bandung, using PLS-SEM. The results reveal that entrepreneurial marketing strengthens service quality and patient satisfaction, which subsequently reinforce patient loyalty. This study extends entrepreneurial marketing literature by demonstrating the role of experience-based service strategies in strengthening patient loyalty within public healthcare services. The findings provide practical guidance for developing patient-centered service innovation and competitive healthcare strategies, thereby improving long-term service competitiveness in public hospitals.
Co-Authors Antonius Ary Setyawan Irma M Nawangwulan Ranti Sari Rohmat Sarman Samuel PD Anantadjaya Utomo, Bekti