Omnichannel Banking Services: Perceived Value and Integration Quality on Customer Loyalty

The efficacy of an omnichannel approach hinges on the promptness, user-friendliness, and beneficial consequences it generates. Banks that possess advanced technology will persistently endeavor to enhance customer services, one of which includes omnichannel capabilities. The objective of this study is to determine the impact of integration quality, perceived quality, and customer satisfaction on customer loyalty in omnichannel services provided by retail banks. Additionally, this research seeks to investigate the role of customer satisfaction as a mediator in these relationships. This study employs quantitative methodologies using questionnaires. A total of 192 bank customers in Jakarta who were participants in this research had access to omnichannel services. Data analysis on SEM-PLS models using the SmartPLS. The findings of this study indicate that the level of integration and the perceived value significantly impact customer happiness. The level of integration directly impacts customer loyalty; however, perceived value does not have any effect on consumer loyalty. Customer satisfaction has effectively demonstrated its position as a mediator between perceived value and integration quality, leading to customer loyalty.