Unlocking customer loyalty
: insights from the omnichannel integration perception index

  • Fábio César Sausen (Student)

Student thesis: Master's Thesis

Abstract

Retailers are increasingly striving to offer a seamless omnichannel experience to consumers, but the question remains: does this integration result in increased consumer loyalty? This master's thesis aims to identify the relationship between consumer perception of omnichannel integration and brand loyalty. An empirical study was conducted with a globally distributed sample of 211 anonymous participants to investigate this relationship. Confirmatory Factor Analysis (CFA) was used to validate the scale and measure specific constructs, while a Structural Equation Model (SEM) was employed to test the relationships between these constructs. This approach ensured that the study was grounded in rigorous statistical analysis, providing reliable results that can be generalized to a larger population. The results demonstrate a strong relationship between a retailer's perceived omnichannel integration and consumer loyalty to the brand. This finding confirms the importance of investing in integrating multiple sales channels to deliver a seamless experience to customers. When retailers can effectively integrate their brick-and-mortar stores, e-commerce websites, and mobile applications, they create a consistent brand image across all channels. This can lead to greater brand recognition and higher customer retention.
Date of Award4 Jul 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorSusana Silva (Supervisor) & Miriam Salomão (Supervisor)

Keywords

  • Retailing
  • Omnichannel
  • Customer experience
  • Digital transformation

Designation

  • Mestrado em Gestão

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