Investigating the Influence of Omnichannel Retailing on Consumer Loyalty in FMCG
摘要
This rapid digital transformation of the retail sector has changed consumers, especially in fast-moving consumer goods markets. In this regard, the current study has sought to investigate the influence of omnichannel retailing on customer loyalty within a hypermarket setting in one of the relatively rapidly developing economies with people reputed for being tech-savvy in Indonesia. This research is intended to assess the impact of key omnichannel dimensions, i.e., channel integration, channel consistency, fulfillment flexibility, and technological integration, on fostering consumer loyalty in the FMCG sector with a sample size of 459 hypermarket customers. The study, being quantitative in nature, establishes that seamless channel integration and consistent brand messaging greatly enhance customer satisfaction and retention. It is with respect to these aspects that fulfillment flexibility, especially click-and-collect and home delivery options, proved to be the most important in shaping positive consumer experiences. Moreover, the strategic use of technology in personalized promotions and real-time customer interactions has been found to enhance the emotional attachment of consumers to the hypermarket, which, in turn, leads to their loyalty in the longer term. The findings provide useful insights for Indonesian retailers who seek to improve their omnichannel practices by showing that a successful omnichannel strategy meets consumer expectations and leads to loyalty that is enduring in a competitive retail environment. This research indicates that digital integration and customer-centric innovation have to be embraced as a strategic lever necessary for a competitive edge in the Indonesian hypermarket retailing landscape.