The Effect of Omnichannel Seamless Experience on Customer Loyalty: The Mediating Role of Customer Engagement in Convenience Store Retailing

Abstract

The rapid growth of Indonesia’s convenience store industry, together with the expanding adoption of omnichannel shopping behaviors, has spotlighted the importance of delivering seamless customer experiences across online and offline channels. Despite the growing relevance of omnichannel retailing, empirical studies examining seamless experience in the convenience store context remain limited. This study investigates the influence of a seamless omnichannel experience on customer engagement and loyalty among Indonesian convenience store customers. A quantitative cross-sectional approach was employed using an online survey of 431 customers who had experienced omnichannel shopping journeys through Alfamart or Indomaret. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that a seamless experience significantly enhances customer engagement, which in turn positively influences customer loyalty. Furthermore, customer engagement mediates the relationship between seamless experience and customer loyalty, suggesting that seamless omnichannel interactions strengthen loyalty by fostering deeper customer involvement. This study extends the omnichannel retailing literature by providing evidence from the underexplored convenience store context and offers useful insights for retailers trying to enhance customer loyalty through integrated omnichannel experiences.