Analysis of Multichannel Service Delivery Quality on Customers^ Continued Engagement Intention A Context of Multichannel Service in Indonesia
Ediashta Narendra Amarussalam (a), Rifelly Dewi Astuti (b)

Universitas Indonesia

Abstract

Development of information and communication technologies (ICT) have led the transition of retail industries, from traditional (i.e., brick and mortar) to digital and internet-based exchanges. Further, the transition also has led to the combination of both channels to enhance seamless costumer experience, promoting a shift from siloed multichannel to integrated multichannel business. Towards the increasing attention from both academic and industrial approach, the growing of multichannel proposed to serve consumer effectively. This study adopted quantitative method approach using the conceptualization of multichannel customer experience as analytical guideline. Then, this study draws on nomological model that hypothesizes thus customer experience (containing utilitarian, aesthetic appeal and playfulness) as linking instrument between multichannel service deliver quality (MSDQ) and continued engagement intention. Supplementary, customer involvement also posits to impact customers^ experience. Perceived compatibility also posits as mediating variable between customer experience in the effect on continued engagement intention. To achieve the research objective, data collected from omnichannel restaurant shoppers in Indonesia (n=412). The founding demonstrates the model conceptualized were good predictors which impact to continued engagement intention. Limitations and implication of this study is are further discussed.

Keywords: Multichannel service, Customer experience, Customer Involvement, Perceived compatibility, Engagement intention, Service quality, Multichannel service delivery

Topic: Marketing Management