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Analysis of Multichannel Service Delivery Quality on Customers’ Continued Engagement Intention a Context of Multichannel Service in Indonesia

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Ediashta Amarussalam

    (Universitas Indonesia, Faculty of Economic and Business)

  • Rifelly Astuti

    (Universitas Indonesia, Faculty of Economic and Business)

Abstract

This research is aimed to analyze the factors that affect the continued engagement intention in using the multi-channel service. Based on previous research, the adoption of technology has led to the combination of both internet-based and brick-and-mortar exchanges. On the other hand, enhancing seamless customer experience as the retailers’ long-term goal also promotes a shift from siloed multi-channel to integrated multi-channel business. This study adopted a quantitative method approach using the conceptualization of multi-channel customer experience as an analytical guideline. Data was collected from omnichannel restaurant shoppers in Indonesia (n = 412) to achieve the research objective. The founding demonstrates that the model conceptualized was a good predictor which impacts continued engagement intention. Perceived compatibility takes place as the most influential factor for customers to decide on the continued use of the service, aligned with the characteristic of multi-channel service perceived by consumers towards the customer experiences.

Suggested Citation

  • Ediashta Amarussalam & Rifelly Astuti, 2024. "Analysis of Multichannel Service Delivery Quality on Customers’ Continued Engagement Intention a Context of Multichannel Service in Indonesia," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 734-742, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_77
    DOI: 10.2991/978-94-6463-234-7_77
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