Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal Journal of Business and Behavioural Entrepreneurship
Dewi Anggraeni
Universitas Esa Unggul
Economics, Econometrics & Finance

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Systematic Literature Review on The Influence of Channel Integration on Omni-Channel Customer Loyalty Dewi Anggraeni; Endang ruswanti; Unggul Kustiawan; Edi Hamdi
Journal of Business and Behavioural Entrepreneurship Vol. 9 No. 2 (2025): Journal of Business and Behavioural Entrepreneurship
Publisher : Fakultas Ekonomi, Universitas Negeri Jakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JOBBE.009.2.02

Abstract

The rapid evolution of digital technologies and shifting consumer expectations has accelerated the adoption of omnichannel strategies across global retail markets. The effectiveness of these strategies depends greatly on the level of channel integration, which enables seamless transitions across online and offline touchpoints. This systematic literature review synthesizes empirical findings from the past five years to examine how channel integration shapes customer loyalty in omnichannel retailing. The review identifies key mechanisms such as enhanced customer experience, perceived value, trust formation, and cross-channel consistency as critical pathways linking integration to loyalty outcomes. It also highlights relevant theoretical perspectives and emerging mediating and moderating variables. The findings offer theoretical implications by clarifying the mechanisms through which channel integration strengthens loyalty formation, and practical implications by guiding retailers to develop integrated channel strategies that improve customer engagement, satisfaction, and long-term loyalty.
Co-Authors Edi Hamdi Endang Ruswanti Kustiawan, Unggul