The Effect of Omnichannel Services on Customer Loyalty : Focused on Vietnamese Users

초록

This research examined how elements in the omnichannel service environment affect customer loyalty in Vietnam, with a particular focus on the mediating effect of customer experience. The study analyzed 252 valid responses from a total of 280 collected through an online survey, using PL-SEM in R Software version 4.0. Results indicate that synchronization, seamlessness, usage proficiency, and innovativeness have a positive effect on utilitarian experience. Additionally, integrated interaction quality, usage proficiency, and innovativeness positively influence Hedonic Experience, which in turn significantly boosts customer loyalty. The findings offer practical guidance for developing omnichannel strategies in Vietnam's changing retail landscape.

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