<![CDATA[The transformation of modern retail requires an integrated cross-channel customer experience that not only improves convenience but also strengthens customer relationships. This study examines the effect of omnichannel customer experience on customer retention intention in modern retail in Indonesia through the serial mediation of perceived value and customer satisfaction within the Stimulus-Organism-Response framework. The study employed an explanatory quantitative approach using a four-wave time-lagged survey and covariance-based structural equation modeling with AMOS. The analytical sample consisted of 428 omnichannel customers. The measurement model met the criteria for reliability, convergent validity, discriminant validity, and overall model fit. Omnichannel customer experience positively influenced perceived value, customer satisfaction, and customer retention intention. Perceived value also positively affected customer satisfaction and retention intention, while customer satisfaction emerged as the strongest direct predictor of retention intention. Bootstrap analysis indicated that perceived value and customer satisfaction mediated the relationship both individually and sequentially, with the serial mediation effect being the largest specific indirect effect. These findings suggest that omnichannel experiences are more effective in strengthening retention when they first create perceived value and subsequently enhance customer satisfaction. In conclusion, retailers seeking to strengthen customer retention should prioritize investments that translate cross-channel integration into recognizable value and consistent satisfaction rather than channel proliferation alone, while future research should test the generalizability of this serial pathway across other retail contexts.]]>
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