Optimalisasi Customer Experince dan Costomer Retention dalam Retail Modern: Peran Strategi Omnichannel Marketing, Service Quality dan Relationship Quality pada Ramayana Department Store

Suriansha, Reza and Diposumarto, Ngadino Surip and Muharam, Hari (2024) Optimalisasi Customer Experince dan Costomer Retention dalam Retail Modern: Peran Strategi Omnichannel Marketing, Service Quality dan Relationship Quality pada Ramayana Department Store. disertasi thesis, Univ. Pakuan.

Text 5. Reza Suri.pdf Download (3MB)

Abstract

In recent years, Ramayana Department Store has faced challenges in retaining its customers. This is caused by changes in consumer shopping behavior triggered by the rapid development of technology and digitalization, which have changed their lifestyle and shopping behavior, including the shift from conventional shopping to online shopping. The development of online shopping transactions has made consumers smarter and provided many alternative places and ways to shop, supported by ease of transactions and access to information. They easily compare prices, product quality, service, and ease of transactions. As a result, the number of customers coming and shopping at the outlet has decreased, resulting in a decline in sales. Therefore, customer retention is a major problem for Ramayana Department Store. The aim of this research is to find strategies for improving Customer Experience and Customer Retention at Ramayana Department Store. This research uses explanatory and descriptive methods with a quantitative approach. Numerical data is measured using Structural Equation Modelling (SEM). The research population was customers of the Ramayana Department Store in the DKI Jakarta area with a sampling technique using Simple Random Sampling. The research results show that Omnichannel Marketing, Service Quality, and Relationship Quality partially have a positive and significant effect on Customer Experience and Customer Retention. Customer Experience also has a positive effect on Customer Retention. Omnichannel Marketing, Service Quality, and Relationship Quality together influence Customer Experience. Omnichannel Marketing, Service Quality, Relationship Quality and Customer Experience together influence Customer Retention. Apart from that, Omnichannel Marketing, Service Quality, and Relationship Quality have a positive effect on Customer Retention through Customer Experience as partial mediation.

Item Type:	Thesis (disertasi)
Subjects:	Pascasarjana > ILMU MANAJEMEN s3
Divisions:	Pascasarjana > Ilmu Manajemen (S3)
Depositing User:	PERPUSTAKAAN PASCASARJANA UNPAK
Date Deposited:	19 Oct 2024 04:55
Last Modified:	19 Oct 2024 04:55
URI:	http://eprints.unpak.ac.id/id/eprint/8510

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