The Role of Omnichannel in Increasing Customer Satisfaction and Loyalty

Today, with the expansion of online technologies and channels, customers tend to use offline and online channels simultaneously in their partnership with an organization such as a bank, so that they can reach their final goal faster through several channels and contact points. Considering the coordination and synergy between these channels and the positive value created, the concept of the Omnichannel Integration Quality and the Omnichannel Perceived Value is proposed. The hypothesis of this research is to examine the effect of the Omnichannel Integration Quality and the Omnichannel Perceived Value on customer loyalty according to the mediating role of customer satisfaction and engagement. This research is practical in terms of purpose and survey type in terms of the method of doing the work. The statistical population is the customers of 10 private banks in Mashhad, among them, banks with the largest number of branches were selected for sample collection, which includes Mellat, Saderat, Tejarat, Refah, Eghtesad Novin, Pasargad, Sina, Shahr, Iran Zamin. A standard questionnaire was used to collect data and this questionnaire was distributed electronically among the customers of these banks, and finally, 386 questionnaires were collected and analyzed in a non-random quota manner. The structural equation modeling method and SPSS and AMOS software were used for data analysis. The findings of the research indicate that the Omnichannel Integration Quality and the Omnichannel Perceived Value have a positive and significant effect on customer loyalty, and the effect of customer satisfaction and engagement in the relationship between Omnichannel Integration Quality and Omnichannel Perceived Value on customer loyalty is positive and significant.