eprintid: 8510
rev_number: 7
eprint_status: archive
userid: 50
dir: disk0/00/00/85/10
datestamp: 2024-10-19 04:55:23
lastmod: 2024-10-19 04:55:23
status_changed: 2024-10-19 04:55:23
type: thesis
metadata_visibility: show
creators_name: Suriansha, Reza
creators_name: Diposumarto, Ngadino Surip
creators_name: Muharam, Hari
creators_NPM: 073221006
title: Optimalisasi Customer Experince dan Costomer Retention dalam Retail Modern: Peran Strategi Omnichannel Marketing, Service Quality dan Relationship Quality pada Ramayana Department Store
ispublished: pub
subjects: AI
divisions: Pro_im
full_text_status: public
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.
date: 2024
date_type: published
institution: Univ. Pakuan
department: Pascasarjana
thesis_type: Disertasi
thesis_name: Doktor
citation:   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.   
document_url: http://eprints.unpak.ac.id/8510/1/5.%20Reza%20Suri.pdf