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Implementation of SOR Framework on Omnishoppers’ Loyalty from Channel Integration Quality Perspective

In: Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022)

Author

Listed:
  • Tigar Putri Adhiana

    (Universitas Jenderal Soedirman, Department of Industrial Engineering)

  • Milena Novita Piranti

    (Universitas Jenderal Soedirman, Department of Industrial Engineering)

  • Indro Prakoso

    (Universitas Jenderal Soedirman, Department of Industrial Engineering)

Abstract

Omnichannel is a retailing model which integrates all available channels to provide customers with a smooth shopping experience. Every omnichannel retail company (i.e., IKEA, Starbucks, Sephora, etc.) tries to keep its customers from turning to competitors. The present research aims to investigate the variables that encourage customer loyalty (i.e., repurchase intention and word ofimouth). The data were gathered through a questionnaire filled out by 128 respondents in the Greater Jakarta area. By employing SOR (stimulus-organism-response) framework, the data obtained were then analyzed using SmartPLS 3.0 software and the SEM (Structural Equation Modeling) approach. The results support all hypotheses developed and confirm the positive relationship among channel integration quality, perceived empowerment, trust, commitment, repurchase intention, and word ofimouth. All variables have a significjant positive relationship, except for the relationship among trust, repurchase intention, and word ofimouth, they were insignificant. This is shown by the t-statistic of 1.47 and 1.38 (less than 1.96). This study suggests omnichannel retailers focus on formulating strategies and policies by considering channel integration quality (CIQ), perceived empowerment (PE), and commitment (C) in order to increase omnishopper loyalty.

Suggested Citation

  • Tigar Putri Adhiana & Milena Novita Piranti & Indro Prakoso, 2023. "Implementation of SOR Framework on Omnishoppers’ Loyalty from Channel Integration Quality Perspective," Advances in Economics, Business and Management Research, in: Gita Widi Bhawika & Gogor Arif Handiwibowo & Ninditya Nareswari & Mushonnifun Faiz Sugihartanto (ed.), Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022), pages 157-168, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-216-3_12
    DOI: 10.2991/978-94-6463-216-3_12
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