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

Faculty of Economic and Business, Universitas Indonesia

Abstract

The development of information and communication technologies (ICT) has led to the transition of retail industries from traditional (i.e., brick and mortar) to digital and internet-based exchanges. Further, the transition also led to the combination of both channels to enhance the seamless customer experience in the extant multichannel service, promoting a shift from siloed multichannel to integrated multichannel business. With increasing attention from both academic and industrial approaches, the growth of multichannel is proposed to serve customers effectively. This study adopted a quantitative method approach, using the conceptualization of multichannel customer experience as an analytical guideline. Then, this study draws on a nomological model that hypothesizes customer experience (containing utilitarian, aesthetic appeal, and playfulness) as a linking instrument between multichannel service delivery quality (MSDQ) and continued engagement intention (CEI). The CEI is adopted because it represents tangible evidence to assess the service quality perceived by customers rather than the experience itself. Supplementary, customer involvement posits a moderating effect of MSDQ on customers^ experiences, which adds alternative insight to the findings. Perceived compatibility is also posited as a mediating variable between the relationships between customer experience and CEI. To achieve the research objective, data was collected from multichannel shoppers in Indonesia (n = 400). The findings show that the conceptualized model was a good predictor of CEI. Limitations and implications of this study are further discussed.

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

Topic: Digital Operation and Services