Beyond Seamless Shopping: Unveiling the Pathways from Retail Innovation to Omnichannel Loyalty through Customer Value, Technology Readiness and Switching Resistance
DOI:
https://doi.org/10.47747/fmiic.v1i3.3558Abstract
This study explores the impact of retail innovation on enhancing omnichannel customer experience and loyalty, with particular emphasis on the mediating roles of perceived value and trust, and the moderating effects of technological readiness and switching cost. Anchored in the Stimulus–Organism–Response (S–O–R) framework, a conceptual model is developed and tested within the context of Indonesia’s dynamic retail sector. A cross-sectional survey of 240 omnichannel retail consumers was conducted, and the data were analysed using Partial Least Squares Structural Equation Modelling. The findings reveal that retail innovation significantly enhances perceived value, integration quality, and customer engagement. Technological readiness positively moderates these relationships, suggesting that digitally capable consumers respond more favourably to retail innovations. Conversely, the relationship between customer engagement and switching cost is non-significant, indicating that emotional involvement alone may not deter switching behaviour. Instead, functional convenience and perceived friction appear more influential. This study extends the S–O–R model by incorporating contextual moderators and highlights cultural nuances influencing consumer decision-making in emerging markets. From a practical perspective, the findings suggest that retailers should complement emotionally engaging strategies with efforts to reduce channel-switching barriers and align innovations with consumer readiness. These insights offer valuable guidance for building sustainable customer loyalty through locally attuned omnichannel strategies.
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