Omnichannel Experience as a Determinant of Customer Loyalty: The Mediating Role of Customer Engagement among Plaza Asia Tasikmalaya Customers

Abstract

Purpose: This study examines the effect of omnichannel experience on customer loyalty, with customer engagement serving as a mediating variable, among customers of Plaza Asia Tasikmalaya. It addresses the limited empirical evidence on the mediating role of customer engagement in the relationship between omnichannel experience and customer loyalty in regional shopping mall contexts.
Methodology: This study adopts a quantitative approach using a survey method. The target population comprises Plaza Asia Tasikmalaya customers who hold membership cards and have shopping experience across more than one channel. A purposive sampling technique is employed to select 100 respondents. Data are analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine the direct and indirect relationships among the research variables.
Findings: The results indicate that omnichannel experience positively influences customer loyalty, both directly and indirectly through customer engagement. These findings suggest that customer engagement plays a mediating role in strengthening the relationship between omnichannel experience and customer loyalty.
Implication: The findings contribute to marketing management literature by highlighting the importance of integrating omnichannel experience and customer engagement in explaining customer loyalty. Practically, shopping mall managers should develop seamless and consistent experiences across online and offline channels while implementing engagement-oriented strategies to strengthen customer relationships and foster customer loyalty.