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All Journal International Journal of Economics, Business and Innovation Research
Adnan Adnan
Faculty of Economics and Business, Ibnu Sina University. Teuku Umar Street- Lubuk Baja, Lubuk Baja Kota, Lubuk Baja, Batam City,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Omni-Channel Marketing Strategy: Measuring the Effect of Channel Integration and Customer Data Utilization on Customer Satisfaction through Customer Experience. Andika Prasetya Nugraha; Adnan Adnan; Dewi Permata Sari; Rosita Septiani; Adesarmini Adesarmini
International Journal of Economics, Business and Innovation Research Vol. 3 No. 05 (2024): International Journal of Economics, Business and Innovation Research (IJEBIR)
Publisher : Cita konsultindo

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Abstract

The study explored the impact of channel integration and customer data utilization on customer satisfaction in an omni-channel marketing strategy. Using a simple random sampling method with 98 respondents from a variety of demographics, the results of the analysis showed that channel integrations and client data exploitation have a complex influence on customer experience and satisfaction. Although channel integrating and user exploitation of customer data are important, they are not statistically significant for customer satisfactions. Other factors like product quality, personalization, and direct interaction were more influential. Consistent, comfortable, responsive, and satisfying customer experiences have proven to enhance loyalty and satisfaction. The research highlights the importance of periodic customer satisfaction evaluation to identify areas of improvement and adjust strategies to improve overall satisfaction. These findings make a significant contribution to the development of the theory and practical applications for optimal omni-channel strategies.
Co-Authors Ade Sarmini Andika Prasetya Nugraha Dewi Permata Sari Rosita Septiani